Shea Moisture.
Shea Moisture is widely known for its rich heritage and legacy as a premiere brand for hair and beauty, bridging the gap between community, commerce and culture. PMM had the opportunity to discover and gain rich, actionable insights for the “natural and textured” consumer market to better serve her needs.
OUTCOMES: By way of a custom and unique “sharing” platform, we created experiences that allowed the everyday consumer the opportunity to let down her hair and genuinely share her hair care needs, wants and challenges.
RESULTS: PMM extended, full engagement listening sessions (5.5 hours per day) to deeply understand the consumer hair care journey in three key markets: Atlanta, Los Angeles and Chicago to collect actionable insights and content among natural and textured consumers and created a local-market takeover in Atlanta.
