AFRICAN PRIDE HAIRCARE, a beloved consumer brand that has recently faced significant challenges. After being acquired by an overseas venture capital firm, the brand unfortunately lost its shelf space and presence in lower moderate retail outlets, including popular stores like DOLLAR GENERAL.

Recognizing the shifting preferences of their target audience - BIPOC females age 16-25 with 1-4c curly hair texture, the brand needed to be staged and ready to adapt and cater to their unique needs. The brand understood that the new generation of target consumer prefers to flaunt their natural hair texture, embracing their unique curls and refraining from chemically relaxing treatments.

AFRICAN PRIDE HAIRCARE understood that to rebuild its presence in the market. They needed a compelling narrative around their re-launch. The goal was to create a digital campaign that inspired and engaged their target audience. They were aware that in the modern era, how they told their story online would make all the difference.

With a deep commitment to meeting the specific needs of their target audience, AFRICAN PRIDE HAIRCARE was ready to redefine itself. By offering a range of products that cater to various curly hair textures and empowering BIPOC females to embrace and celebrate their natural beauty, the brand seeks to reclaim its position as a leader in the haircare industry.