Girl power

The campaign cleverly plays on the heritage of the brand, which was originally created in founder Lisa Price’s Brooklyn kitchen. A set of print ads will run in magazines, as well as a series of videos that feature brand ambassadors such as vlogger Whitney White and CNN’s Michaela Angela Davis discussing what makes them feel unique. Visitors to the microsite can also use a widget to create their own shareable image that overlays customised typography over a photograph. 

As part of the campaign, the brand has also collaborated with I Am That Girl, a not-for-profit organisation co-founded by Emily Greener that is designed to inspire girls and women to celebrate their uniqueness.

The Big Picture: Beauty brands are embracing inclusivity and empowering women to embrace their natural curls. For more, see our Curl Power microtrend.