Breaking down ethnic beauty barriers

Why SheaMoisture's move to the general beauty aisle carries such a powerful message.

If you’re white, you might not realize how something as simple as where a product is placed in a store can have so much impact on someone’s confidence, but a new campaign for SheaMoisture does a great job of showing that to the rest of us.

In a new spot by Droga5, several black women explain how having certain products segmented away in the “ethnic” sections of stores, away from the rest of the “beauty” aisle, can have a real impact on their self-esteem and perceptions of what it means to be beautiful when you’re not white. As the spot goes on, the women wander away from the segregated aisle they’ve shopped their entire lives to see how SheaMoisture is breaking down those barriers, simply by saying it’s available with the rest of a store’s beauty products.


Brand: SheaMoisture
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Senior Copywriter: Erica Pressly
Senior Art Director: Emmie Nostitz
Copywriter: Mariana Oliveira
Junior Art Director: Sonja Johnson:
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Broadcast Producer: Bill Berg
Associate Broadcast Producer: Jenna Allchin
Associate Broadcast Producer: Stephanie Hill
Jr. Production Business Manager: Grant Thompson
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Harry Roman
Strategy Director: Katy Alonzo
Junior Strategist: Tulani Foy
Senior Communications Strategist: Taylor Hines
Data Strategist: Abiola Adeniyi
Group Account Director: Julia Albu
Account Manager: Jasmine McDavid
Project Manager: Andrea Verenes

Chief Experience Officer: Richelieu Dennis
Chief Innovation Officer: Richelyna Hall
Chief Community Officer: Emmett Dennis
Senior VP, Communications: Latraviette Smith
VP, Brand Strategy: Christine Kiehm
Senior Director, Media & Social: Kimberly Konstant
Senior Director, Communications: Melissa Miller
Partner, Bain Capital: Matt Freeman
Consultant: Steve Chan

Production Company: Stun Spots
Director: Nick Enriquez
DOP: Chris Saul
Executive Producer: Jared Christensen:
Producer: Peter Sestina

Editorial: Wildchild
Editor: Josiah Spencer
Assistant Editor: Theresa Rodriguez:
Behind the Scenes Editor: Tyrone Rhabb
Managing Director: Scott Spanjich
Producer: Andrew Cravotta

Postproduction: Wildchild
Managing Director: Scott Spanjich
Producer: Andrew Cravotta
Flame Artist: Peter Oliver
After Effects Artist: Brett Ryans

Composer: Ben Balcom

Sound: Sonic Union
Mixer: David Papa