Droga5's First Ads for Shea Moisture Address the Racial Divide in the Beauty Aisle

Shea Moisture is using its first TV commercial, created by its new agency, Droga5, to generate awareness about segregation in the beauty aisle. With #BreakTheWalls, the brand looking to "highlight the divisive constructs of beauty and move towards the inclusive shopping experience that all women deserve," according to the company's release. "There's an aisle called 'Beauty' that does not include all people. It's something that women have been conditioned to accept as fact, but it's no longer acceptable," Emmie Nostitz, senior art director, Droga5, said in a statement. "Shea Moisture is breaking down the walls that separate the 'Beauty Aisle' and the 'Ethnic Section' simply by putting their product in the 'Beauty Aisle.' " Check out the spot here: In addition to the 60-second short film, there is a 30-second spot, a behind-the-scenes video (see below) as well as digital and social elements. "I have often said over the last 20 years that the beauty aisle is the last place in America where segregation is still legal," said Richelieu Dennis, founder and CEO of Shea Moisture's parent company, Sundial Brands. "Separating 'Beauty' from 'Ethnic' has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society—which is why we began leading the efforts to break down those walls." The campaign has already received plenty of praise online: That Shea Moisture ad put a very ignored part of the black female existence into the perfect short film. Man. #BREAKTHEWALLS — Mrs. Sams (@MrsSamsIAm) April 5, 2016 LOVE everything about this new Shea Moisture #BREAKTHEWALLS campaign! https://t.co/1hA9MKgayZ — TexturedTalk™ (@TexturedTalk) April 5, 2016 We're finally on the Beauty Aisle ! Whoop, Whoop #THANKYOU @SheaMoisture ! #BREAKTHEWALLS — Erika A. Cooks (@Thehair_geek) April 5, 2016 Dennis added: "This movement is about so much more than selling shampoo, or lotion, or cosmetics. We're advancing a mission and vision to change the social dialogue about how we're looking at beauty as a society and how those archaic structures and views are debilitating to the establishment of new and more inclusive ways of viewing beauty." CREDITS Client: Sundial; SheaMoisture Campaign: Break the Walls Agency: Droga5 NY Creative Chairman: David Droga Chief Creative Officer: Ted Royer Executive Creative Director: Kevin Brady Senior Copywriter: Erica Pressly Senior Art Director: Emmie Nostitz Copywriter: Mariana Oliveira Junior Art Director: Sonja Johnson: Chief Creation Officer: Sally-Ann Dale Head of Broadcast Production: Ben Davies Broadcast Producer: Bill Berg Associate Broadcast Producer: Jenna Allchin Associate Broadcast Producer: Stephanie Hill Jr. Production Business Manager: Grant Thompson Global Chief Strategy Officer: Jonny Bauer Group Strategy Director: Harry Roman Strategy Director: Katy Alonzo Junior Strategist: Tulani Foy Senior Communications Strategist: Taylor Hines Data Strategist: Abiola Adeniyi Group Account Director: Julia Albu Account Manager: Jasmine McDavid Project Manager: Andrea Verenes Client: Sundial: SheaMoisture Chief Experience Officer: Richelieu Dennis Chief Innovation Officer: Richelyna Hall Chief Community Officer: Emmett Dennis Senior VP, Communications: Latraviette Smith VP, Brand Strategy: Christine Kiehm Senior Director, Media & Social: Kimberly Konstant Senior Director, Communications: Melissa Miller Partner, Bain Capital: Matt Freeman Consultant: Steve Chan Production Company: Stun Spots Director: Nick Enriquez DOP: Chris Saul Executive Producer: Jared Christensen: Producer: Peter Sestina Editorial: Wildchild Editor: Josiah Spencer Assistant Editor: Theresa Rodriguez: Behind the Scenes Editor: Tyrone Rhabb Managing Director: Scott Spanjich Producer: Andrew Cravotta Postproduction: Wildchild Managing Director: Scott Spanjich Producer: Andrew Cravotta Flame Artist: Peter Oliver After Effects Artist: Brett Ryans Composer: Ben Balcom Sound: Sonic Union Mixer: David Papa

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Droga5's First Ads for Shea Moisture Address the Racial Divide in the Beauty Aisle

#BreakTheWalls targets 'divisive constructs'

Kristina Monllos

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Kristina Monllos