Cécred champions hair as a cultural memory in first campaign

US – Beyoncé’s haircare brand Cécred has launched its debut campaign, A Deeper Understanding of Hair, created in partnership with Wieden+Kennedy. Rooted in documentary-style storytelling, the campaign highlights the emotional significance of hair through the lived experiences of six real women.

‘When it came time to bring our campaign to life, we knew we didn’t want to take a traditional, overly polished approach,’ Tiffany Plater, senior vice-president of marketing and creative at Cécred, told Marketing Dive. ‘That vulnerability is what makes the message resonate. It’s not about selling a product but starting a conversation everyone can see themselves in.’

Originally launched in February 2024, Cécred previously relied on Beyoncé’s influence and community storytelling to build momentum. This latest campaign signals a shift to emotionally intelligent branding that reflects hair’s deeply personal and communal role – and affirms Cécred’s position in the beauty-wellness sector. 

Our Future Forecast 2025: Beauty report explores how beauty brands – especially in the textured haircare market – are raising the bar on how impactful their products can be through both product innovation and how consumers engage with brands through purpose-driven practices.