WHO
African American and South Asian women seeking authentic hair care solutions and representation in beauty content, with particular focus on consumers interested in natural hair care and cultural beauty traditions.
WHAT
Created engaging social video content for Dark and Lovely and Amla Legend brands, highlighting product benefits while celebrating diverse beauty and cultural hair care practices.
HOW
Developed targeted social media content strategy across platforms:
- Tutorial-style videos featuring diverse hair textures and styles
- Influencer partnerships highlighting authentic product experiences
- Cultural storytelling incorporating traditional beauty practices
- Before-and-after transformation content
- User-generated content integration featuring real customers
The campaign successfully connected with target audiences by authentically representing their beauty needs and cultural experiences while driving product awareness and engagement.