Wash Day Live!

For the launch of Dove’s new natural hair care line, Amplified Textures, we were tasked with creating a 360-campaign that spoke directly to Black women who were new to the natural hair process. But once COVID-19 struck, we were forced to quickly change our strategy.

We created Wash Day Live! An Instagram live series that featured Naturalista influencers and stylists, breaking down their go-to Wash Day tips and tricks in partnership with Suave and Shea Moisture. In addition to the content series, we partnered with the Black-owned app Swivel Beauty to provide a way for hairstylists to make money with 1:1 consultations.

I helped to guide the team with meaningful insights that hold true to Black women, craft copy for all creative assets, produce sample scripts for influencers as well as brief the stylists and influencers on rolls and responsibilities.