How Refinery29’s Unbothered Produces Must-Attend Virtual Events for Black Women

Experiences like Wash Day offer serviceable tools, entertainment and connection

Image from Refinery29's Wash Day virtual event
Wash Day offered four virtual sessions with talent including celebrity hairstylist Nigella Miller. Unbothered

Ten months into the Covid-19 pandemic and it’s difficult for consumers to not feel virtual event fatigue. But Unbothered, Refinery29’s sub-brand for Black women, is still managing to grow its audience through virtual experiences that tie into the brand’s mission of creating a safe space for Black women to feel seen and heard. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.