HOW SHEAMOISTURE'S INFLUENCER TRIP ECHOED ITS BRAND VALUES

Written for Influencer Intelligence

Haircare brand SheaMoisture organised a trip to sunny Jamaica in March for Black, female content creators. The brand is rooted in its passion for natural, curly, wavy or coiled haircare with sustainable and ethical products formulated with raw shea butter, handcrafted by women in Africa. SheaMoisture pledges to reinvest back into Black communities and has always been laser-focused on serving its target community, mission and ethos, and continuing the legacy of Sierra Leone entrepreneur Sofi Tucker that began in the early 1900s.

It's recent ‘Sheacation’, saw 14 influencers and journalists visit Montego Bay and other stunning locations within the Caribbean island, including: digital creative Brianna Jones; Sweet Fire Brooklyn founder Micaéla Verrelien; Podcast host Blake Newby; celebrity hair stylist Lacy Redway; digital creator René Daniella; content creator Simi; hair, fashion and travel creator Fola Amudipe; beauty and style writer Ingrie Williams; blogger Chevanne B; creator and public speaker Aisha Beau Frisbey; beauty expert Kayla A. Greaves; travel and lifestyle creator Allyiah of ‘Allyiah’s Face’; Kirah Ominique; and Destinee Wray.

To invite its VIP guests along, SheaMoisture sent out bespoke PR packages, featuring a mini suitcase with branded luggage tag full of its curl stretch or bond repair product ranges, a personalised shirt with the creator’s name from designer Sammy B and a handbag from Brandon Blackwood. This attention to detail and representation of Black businesses demonstrates SheaMoisture’s commitment to spotlighting Black excellence and supporting its core customers.

The trip was steeped in luxury, with creators flown out first class, a host of branded gifts and goodies and memorable experiences. The group were treated to steel drum and fire performances, beachfront dinners, lavish lunches, matching swimsuits and more. Throughout the vacation, various activities were organised for the group including shopping in local markets, a ‘Stretch & Whine’ dance class complete with waist beads created by a local artisan and a special appearance from singer Skip Marley. The influencers were given multiple photo and video capture opportunities, allowing them to create branded content for their own channels, and were treated to a hair makeover, a glamorous professional photoshoot and a party on board a lavish yacht.

According to an Instagram post on its owned channels, SheaMoisture chose Jamaica as the backdrop for its first international brand trip due to its strong roots in Black and Caribbean heritage, and its position as a creative and cultural hub for uplifting Black communities.

The trip was cleverly timed to coincide with Women’s History Month, and in particular International Women’s Day which complimented the vibe of the activation.

The trip ultimately resulted in over 50 pieces of Instagram coverage and over 25 TikToks, as well as positive articles across Fashion magazine online and Essence.com.

Fans of the brand will know that SheaMoisture has always put its money where its mouth is – donating millions into the Black community and Black businesses, particularly in the aftermath of the pandemic, so this activation was bang on brand and continued its support and celebration of Black culture and talent. A Black-founded and Black-led company, SheaMoisture doesn’t deviate from its dedication to create products and content that elevate and showcase Black beauty – a sentiment that underpinned this entire creator trip and product launch and ultimately led to its success and overwhelmingly positive feedback for guests and followers.

The Jamaica trip has no doubt fostered brand loyalty amongst the attendees, and despite budget spent is likely to reap returns in long-term advocacy and partnerships with trusted voices within the community.