Sheamoisture has launched its first national campaign talking about what has long existed in mass market beauty departments: the ethnic aisle. Sundial Brands, the maker of the popular beauty brand, SheaMoisture, launched its first-ever national awareness platform, #BreakTheWalls, in an effort to highlight the archaic constructs of the beauty departments that separate products for African Americans and other ethnicities from the rest of beauty offerings. The message looks to move the beauty industry towards an inclusive shopping experience that better reflects today’s beauty shopper. The first phase of the campaign includes several pieces: a 60-second short film, a 30-second spot, #BreakTheWalls digital and social assets, and behind-the-scenes footage that highlights everyday women and beauty vloggers raising their voice to ask one question: “Why is our beauty not reflected in the beauty aisle?”

“#BreaktheWalls is starting with the beauty industry, but will continue to spur dialogue and action around other societal walls that exist and that serve to divide rather than unite, and this film is only the first of more in exploring these topics,” said Richelieu Dennis, founder and CEO of Sundial Brands.