Wieden+Kennedy Explores a Deeper Understanding of Hair for Beyonce's Cécred Brand

Beyoncé's haircare brand, Cécred (pronounced 'sacred') has launched its first-ever nationwide campaign, ' A Deeper Understanding of Hair'.

Created by Wieden+Kennedy New York, the docu-style hero film is directed by British photographer and filmmaker Campbell Addy, via New School Represents. Showing a multitude of photos of different hairstyles, accompanied by a voiceover from Beyoncé, he presents a manifesto for the highs and lows of our relationship with our hair.

The campaign emphasises the deeper human connection and heritage within hair, going beyond technical expertise and superficial style to show the realities of haircare and its associated emotional, human experience.

"We are thrilled to be a part of this launch for Cécred. It all comes down to hair as more than just beautiful ornamentation," said Funmi Adejobi, copywriter at Wieden+Kennedy New York. "It’s emotional, personal, cultural, funny, tragic and triumphant - all of that and more. Because the story of our hair is the story of our lives.

"No matter what kind of hair you have or what journey you’ve been on with it, there’s a story there, which is what makes this work so authentic and easy to connect with. Cécred understands the relationship with your hair - scientifically, culturally, emotionally - and makes products rooted in that deep understanding. And we’re proud to showcase it." 

The brand's new tagline, 'A Deeper Understanding of Hair' is a reflection of this philosophy -- that hair isn’t just about looking good. It’s a personal and complex relationship intrinsically tied to our self-perception as a collective.

With this positioning and the new campaign, which will be distributed across digital and traditional channels nationwide, Cécred wants to be the brand that helps people of all hair types understand how to honour their strands and the beautiful hair journey.