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

#BreakTheWalls targets 'divisive constructs'

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:

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." 


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: