We’re celebrating
your coils, curls, zigs and zags.
All of your beauty.
All of your textures.
MUSEUM OF YOU FOR SHEAMOISTURE
The Museum of You Retail-tainment activation positions SheaMoisture both as a champion for the “other” and an expert in actual hair, skin and body textures. By connecting with Black creatives like Temi Coker and Afro-Latino influencers, SheaMoisture could tell richer stories.
The first floor of our experience allowed consumers to explore a captivating digital wall showcasing their Instagram photos transformed into branded art and included tailored product recommendations. Finally, on the second floor we’d move to the retail area, where consumers are gifted a personalized tote bag with their branded selfie and trial samples of the suggested products.
My role in this project was to help develop strategy, pitch business, and co-lead as Creative Director.
CD: Susan Vargas (Concept, Art, Technology)
& Jodeci Richards (Copy)
Agency: Uniworld Group
Client: SheaMoisture
Step 1:
Greeting and Personalization
Consumers arrive and are welcomed by a brand greeter with a tablet. The greeter asks three basic questions: Instagram handle, hair type, and skin type.
Step 2: Digital Wall
Consumers enter the first floor and encounter a digital wall. The wall displays their modified Instagram photos in the event's branded art style. Product recommendations based on their hair and skin type are shown on the wall.
Step 3:
Retail Experience
Consumers proceed to the second floor for a retail experience.
They receive a personalized tote bag with their branded selfie printed on it.
The bag contains trial samples of the suggested products.
In conjunction with the Museum of You Experiential activation, the "Reconnecting Roots" social media campaign by SheaMoisture aims to authentically connect with audiences by celebrating Afro-Latino culture and heritage. By collaborating with Afro-Latino influencers, sharing their journey, and encouraging audience engagement, SheaMoisture can effectively tell richer, culturally relevant stories and foster a stronger sense of community.
