SheaMoisture - A Great Day in Harlem

Campaign Date: 2023

Amplify + SheaMoisture bring the sounds, style, and spirit of ‘90s New York City to New Orleans, Essence Festival...

Challenge

SheaMoisture came to Amplify to create a series of pop-ups at Essence Festival, one of the most important celebrations of Black culture in the US. The heritage beauty brand wanted to tell the story of its history, products, and purpose in a way that felt fresh and resonant to a new generation.

Insight + Strategy

As one of the first Black-owned and led haircare brands on the market, SheaMoisture has paved the way for a new generation of Black entrepreneurs, architects, and innovators.

To affirm the brand’s place in the future of beauty, we took it back to its roots with “A Great Day in Harlem” - a celebration of the disruptive spirit and community ethos that defined SheaMoisture in its early days, and continues to power Black beauty and culture.

Solution

A Great Day in Harlem

Coinciding with the 50th anniversary of hip-hop, we channelled ‘90s nowstalgia and installed Black hair salons, colorful bodegas, and even an iconic Harlem stoop at the Essence Festival convention center and nearby at the historic Capitol on Baronne.

Programming across four days featured expert styling and braiding, panel talks with Coco Jones and Lance Gross on colorism and reimagining Black masculinity, a Black Millionaire’s Marketplace featuring 14+ independent, and Black-owned businesses, drop-in chess matches and double dutch, DJ sets, and more.

Results

15K attendees

20+ emerging black-owned businesses geatured

10M impressions