SEPHORA
Black beauty
is beauty
Sephora came to R/GA having signed the 15% Pledge, a commitment by major retailers to dedicate a minimum of 15% of their shelves to Black owned brands. But they didn’t want to stop there.
We started with a strategy that echoed a truth Black people have known forever: while other beauty cultures are globally praised, Black beauty culture is not.
So we created a film about that influence with a laundry list of receipts to back it up. We recognized the innovators and invited everyone to use the tools, techniques, ingredients and trends. Then followed up with a Search hack that replaced “Black beauty” search results from a horse, to real Black beauty.
Cannes Lions
Silver / PR / 2022
Shortlist / Sustainable Development Goals
Webby
Corporate Social Responsibility Campaign / 2022
People’s Voice / Corporate Social Responsibility Campaign / 2022
ADC
Gold / Fusion / 2022
Clio
Bronze / Digital + Mobile / 2022
Bronze / Fashion + Beauty / 2022
Bronze / PR / 2022
One Show
Merit / PR / 2022
Fast Company
World Changing Ideas / Honorable Mention / 2022
Fast Company Innovation by Design / Winner / 2022
AICP
Winner / Social Media / 2022
Winner / Purpose Driven / 2022
London International
Silver / Beauty / 2022
ECD: Shannon Washington
CDs: Katie Edmondson & Katie Yoder
Senior Copywriter: Saige Sharp
Senior Art Director: Asyia Fisher
Director: Garrett Bradley
Editor: Chris Mitchell