2016-09-18 11:22:42

SheaMoisture Asks 'What Is Normal?' To Challenge Hair Type Standards

2016-09-18 11:22:42

Sundial Brands' SheaMoisture is continuing its #BreakTheWalls campaign, a national awareness platform and call-to-action that challenges beauty industry standards.

The brand is asking the question – "What's Normal?" The campaign, which is being promoted across all social media platforms,  includes a 60-second short film; a 30-second spot; and a first-to-market custom hair recognition tool.

Watch the video here. 

The campaign also features a behind-the-scenes and interview footage that capture perspectives on what is considered normal in beauty, especially regarding hair type, texture and style, from cast members, prominent beauty vloggers including Naptural85 and StyledByAle, and everyday women who have made headlines for defending their hair in the workplace.

"With SheaMoisture's launch of #BreakTheWalls earlier this year, we furthered our 25-year mission to spark meaningful conversation and action towards true inclusion and a more empathetic mindset in the beauty industry and our society, which includes bringing down both literal and metaphoric walls," said Richelieu Dennis, founder and CEO of Sundial Brands. 

Dennis continues, "With our first iteration, we showed the physical walls coming down.  With 'What's Normal?' we are confronting the mental walls that encourage us to force-fit ourselves and others into falsely constructed beauty and 'good hair' ideals.  By questioning the very concept of a normal standard, especially as it applies to beauty and to hair type or texture, we can begin to see how arbitrary, narrow and potentially destructive it is and course-correct ourselves on a path to where everybody gets love.  Our forward track must focus on including everyone, embracing everyone, and celebrating the beauty – and normalcy - of everyone's differences."

Sundial Brands is also the company behind the launch of Madam C.J. Walker Beauty Culture - here is what the founder says about that launch. 

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