SHEAMOISTURE MEN NO ROUGH DAYS CAMPAIGN
CHALLENGE
SheaMoisture Men launched its new line of shaving products and the #NoRoughDays campaign. Entering a highly competitive market, the challenge was to develop a campaign that effectively showcased the unique benefits and efficacy of the new products while simultaneously establishing SheaMoisture Men as a distinct and compelling brand within the shaving category. This required creating a campaign that not only resonated with the target audience but also differentiated SheaMoisture Men from established competitors, driving both product trial and long-term brand loyalty. Critically, the campaign had to authentically connect with the target audience, building on SheaMoisture's existing commitment to the Black community and deeply reflecting the brand's philosophy of Black men's wellness, encompassing both mental and physical well-being.
SOLUTION
The #NoRoughDays campaign launched SheaMoisture Men's new shaving line by focusing on these core pillars:
Product Efficacy: The campaign showcased the unique benefits and results of the new products, addressing specific shaving concerns and demonstrating tangible improvements.
Holistic Wellness: SheaMoisture Men differentiated itself by championing Black men's holistic well-being – both physical and mental. #NoRoughDays was more than just smooth skin; it was a call to self-care and positive thinking. This included the "No Rough Day Shea Men" campaign, promoting self-care routines.
Authentic Community Connection: Building on SheaMoisture's commitment, the campaign authentically engaged the Black community through partnerships, storytelling, and impactful events like the recent Super Bowl watch party with Waco and Miss Tina Knowles, celebrating community building and safe spaces. This aligned with broader initiatives like “We Are Her, We Are Hair,” addressing equity in the film and TV industry with Macro and SAG-AFTRA.
Multi-Channel Strategy: A comprehensive approach maximized reach and engagement across digital advertising, social media, influencers, content marketing, and experiential activations.
Uplifting Tone: The campaign maintained a positive and empowering tone, reflecting SheaMoisture's philosophy and inspiring Black men to prioritize their well-being.
ROLE
Campaign Lead, Brand Lead, Brand Strategy, Marketing Strategy, Event Strategy, Program Management, Client Engagement, Stakeholder Management, Budget/Financial Management, Event Execution, Performance Measurement
The Campaign
Activation Strategy
As a brand deeply committed to its community, SheaMoisture Men seized the cultural phenomenon of Super Bowl LVI to create an exclusive and impactful experience in Los Angeles. Leveraging established relationships with Miss Tina Knowles and Macro, the brand curated a star-studded watch party, securing the participation of prominent celebrities, particularly former NFL players (Omar Bolden, Jarvis Landry, & Eric Kendricks), through engaging panels, meet-and-greets, and photo opportunities. This high-profile event served as the perfect platform for the soft launch of the #NoRoughDays campaign, marking SheaMoisture Men's strategic entry into the competitive shave category. Furthermore, the event shone a spotlight on the critical issue of diversity and representation within the hair and makeup industry for film and television, amplifying SheaMoisture’s ongoing commitment to positive change and community empowerment. This carefully orchestrated activation generated significant buzz, elevating brand visibility and solidifying SheaMoisture Men's position as a champion for both its community and its customers' well-being.
