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

#BreakTheWalls targets 'divisive constructs'

Headshot of Kristina Monllos

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:
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

Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.