In 2020, Sephora signed the 15% pledge dedicating 15% of their shelf space to Black-owned brands, but they wanted to do more. Due to cultural appropriation, society doesn’t recognize how many beauty products, tools, and trends originate from the Black community. We helped Sephora make a statement recognizing the Blackness in beauty—because Black Beauty is Beauty.
The spot, directed by Oscar nominee Garrett Bradley, gave credit to Black innovators and featured archive footage of Black patents and pioneers like ballroom legend Pepper LaBeija.
An SEM hack amplified the campaign by calling out racism in search and content bias. Because the first result for “Black beauty” should not be a Black horse.
ACD, Copy: Katie Edmondson
ACD, Art: Katie Yoder
GECD: Shannon Washington
Senior Creatives: Asyia Fisher and Saige Sharp
Producer: Purvi Sheth
Director: Garrett Bradley
Awards:
- Cannes Lion - PR Lions: Retail - SILVER, Sustainable Development Goals: Reduced Inequalities - SHORTLIST
- Webbys - Advertising, Media & PR - Corporate Social Responsibility Campaign (WINNER and People’s Voice)
- Clios - 3 BRONZES for Fashion & Beauty, PR: Multicultural, /Mobile: Other
- AICP Next - Purpose Driven - WINNER, Social - WINNER, Integrated Campaign - SHORTLIST
- ADC Awards - Fusion - WINNER, 3 SHORTLISTS for Design for Good - Advertising - Series, Advertising: Direct: Digital, Advertising: Integrated: Digital
- One Show - 3 SHORTLISTS for Fusion Pencil, Interactive, Online & Mobile: Online Advertising: Native Ads, Integrated: Customer Experience
- Fast Company World-Changing Idea - Advertising - HONOREE
- Effies - Beauty & Fragrance FINALIST