SheaMoisture Men, the nation’s leading personal grooming brand for men of color, is unveiling a new campaign, “Black Men Love,” with the mission of proliferating a narrative that celebrates and showcases Black men through the lens of love. The multifaceted initiative will illuminate the various ways in which Black men show love and contribute to the movement of redefining societal perceptions of Black masculinity through a digital content series, partnerships with organizations dedicated to the advancement of Black men, wellness experiences and more.
This past weekend, SheaMoisture Men kicked-off the initiative with pop-ups in New York and Los Angeles where they gave Black men on the street roses and love letters in front of larger-than-life flower wall murals donning “Show Black Men Love.” The New York pop-up convened in Harlem at Denny Moe’s Superstar Barbershop and the Los Angeles event took place in the historical Leimert Park.
As the wellbeing and safety of Black men continues to be a pervasive topic in the world at large, SheaMoisture Men is committed to uplifting them through acts of service that validate their value, experiences, and importance.
“Black men are prioritizing their wellbeing as they’re becoming more vulnerable and self-aware,” says Taydra Mitchell Jackson, Chief Marketing Officer for SheaMoisture. “As a brand that truly values and cares about this community, our intention is to partner with Black men and organizations already doing the work to celebrate their true essence and authentic experiences.”
In partnership with Black Men Heal, Black Men Smile and The Black Man Can, the campaign will come to life in three key beats.
Digital Content Series: SheaMoisture Men will release a series of short vignettes celebrating and highlighting the various ways Black Men show love. The series, directed by Dominique DeLeon, will feature the personal stories of everyday Black men in their journeys navigating manhood and how love influences their roles as fathers, teachers, partners, professionals and more. The campaign Hero trailer and Each One Teach One vignette, chronicling the journey of how a Los Angeles educator shows love to his students, will drop in September on SheaMoisture Men’s Instagram and X (formerly known as Twitter) channels.
Weekly Affirmations: Motivational and uplifting affirmations penned by Black male leaders will be shared weekly across SheaMoisture Men’s social channels rooted in self-love and love within relationships.
Wellness Events: SheaMoisture Men will host intimate wellness events and closed-door roundtable discussions for Black men to hold space for vulnerable dialogue centered on evolving the perception of their authentic experiences, Black masculinity and how love influences their roles as men.
Join the “Black Men Love” journey and receive campaign updates by following @sheamoisturemen, #SheaMoistureMen and #BlackMenLove on Instagram and X (formerly known as Twitter).
ABOUT SHEAMOISTURE:
SheaMoisture is a global beauty and personal care leader committed to serving the Black community through strategic investment and community give back. SheaMoisture recognizes the power of entrepreneurship in addressing racial inequality with the belief that commerce can bring true economic independence. Every year SheaMoisture reinvests at least 1% of net sales directly into economic opportunities for underserved entrepreneurs and Black business owners. With every purchase, you’re helping to fund investments that support funding for Black-owned business, entrepreneurial education, crisis response, equitable purchasing, and ethical sourcing. SheaMoisture develops no compromise beauty products that help every member of the Black community live their healthiest, most beautiful lives. Shea butter is one of the brand’s core ingredients, praised for its hydrating and nourishing properties, and sourced from women-led cooperatives in West Africa, providing fair wages and creating economic opportunities. The company offers products in the hair care, bath, body, skin care, baby and men’s categories, and is distributed in retailers throughout the world. SheaMoisture is a subsidiary of Unilever.
