SheaMoisture Launches #BreakTheWalls camapaign

By

Jennifer Braun

Published
Apr 6, 2016

SheaMoisture, manufactured by Sundial, launched on Tuesday its first-ever national awareness platform baptized #BreakTheWalls.
 
The multimedia effort will highlight the divisive constructs of beauty and embrace a more inclusive shopping experience.

 
The first phase of the awareness campaign will include a 60-second short film, a 30-second spot, #BreakTheWalls digital and social assets and behind-the-scenes footage of women and beauty vloggers tackling the question: “Why is our beauty not reflected in the beauty aisle?"
 
“This movement is about so much more than selling shampoo, or lotion, or cosmetics.  We're advancing a mission and vision to change the social dialogue about how we're looking at beauty as a society and how those archaic structures and views are debilitating to the establishment of new and more inclusive ways of viewing beauty – whether in the images we see or in the aisles that divide," says Richelieu Dennis, founder and CEO of Sundial Brands, in a news statement.  

The campaign coincides with SheaMoisture's focus on what it has coined as the New General Market and ensuring that all consumers enhanced product and shopping experience based on being served according to their needs, not traditional segmentation. 
 
SheaMoisture partnered with award-winning creative agency Droga5 to develop the #BreakTheWalls platform and the "Break The Walls" film. 

SheaMoisture has been making award-winning, shea butter-based skin and haircare products since 1912.