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SheaMoisture Brings “Ethnic” Empowerment To The Beauty Aisle

The new “Break the Walls” campaign aims to redefine traditional personal care categories.

Walk into any pharmacy or grocery store and look for the beauty aisle. Chances are you’ll see a lot of hair care and beauty products with pictures of blond, brown, and red hair. If you don’t quite fit into that dynamic, thanks to hair that’s wavy, curly, kinky, or coily, you’ll likely have to search for a small corner marked “ethnic” or something similar. With a new campaign, SheaMoisture is looking to break down these segmented categories and have all the beauty products displayed together.

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