Cécred, the hair care brand founded by global icon Beyoncé Knowles-Carter, has launched a new campaign that delves into the emotional and personal aspects of hair care. The campaign features six individuals, each sharing their unique experiences with hair care.
In collaboration with creative agency Wieden+Kennedy, the campaign aims to show the raw, emotional side of hair care. It goes beyond the technical aspects, focusing on the real moments that shape people’s relationships with their hair.
The campaign, which will be shared across digital and traditional media, marks the brand’s official introduction. It positions Cécred as the first brand in the hair care industry to emphasize the emotional connection people have with their hair.
Titled “A Deeper Understanding of Hair,” the brand film starts by showcasing the different ways women care for their hair, including straightening, finger curling, and using silk presses. One woman shares her experience of trying to “force” her hair into a style that doesn’t feel natural. The film also touches on the bond between mothers and daughters through hair care, with one woman describing her mother’s act of shampooing her hair as “an act of love.”
As the film progresses, the focus shifts to a woman with gray hair who talks about her journey to accept her natural hair color. She explains that she no longer feels “authentic” when she tries to hide it. One participant reflects, “All of my hair mistakes have been happy mistakes,” emphasizing the importance of embracing and loving one’s natural hair.
The final message in the film reads, “It wasn’t love at first sight, but there’s no me without you,” reinforcing the connection people have with their hair.
In an interview with MARKETING-INTERACTIVE, Cécred expressed its hope that viewers would recognize that hair care is more than just a beauty routine; it’s a personal, emotional experience that reflects one’s self-image. The brand aims to help people of all hair types appreciate their unique hair journeys.
Last year, Cécred introduced Filipino beauty influencer Bretman Rock as its first brand ambassador. Rock shared his personal journey of growing out his hair, which began after his father’s passing. He said the process was “sacred” and his hair has since become a symbol of his growth.
This campaign follows Wieden+Kennedy’s recent work for Nike, which featured the brand’s return to the Super Bowl with its anthem “So Win.” The campaign celebrated the progress and challenges faced by women athletes, reinforcing themes of perseverance and breaking through barriers.
