Beyoncé's Cécred unearths the deep roots of hair and self-love

Cécred, the hair care brand founded by global superstar Beyoncé Knowles-Carter, has launched a campaign highlighting the hair care experiences of six unique individuals. 

Created in partnership with creative company Wieden+Kennedy, the campaign provides an honest portal of the realities of haircare, going beyond the technical to explore the emotional, raw moments that comprise this shared global human experience.

Distributed across digital and traditional channels, the campaign will serve as the brand’s formal introduction of its platform, positioning it as the first in its category to invest in the emotional connection to and heritage within hair.

Titled "A deeper understanding of hair", the brand film starts by highlighting the various ways women maintain their hair, including straightening, finger curling and silk presses. One woman stated that she would try to "force this thing" that was not natural to her. 

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The clip then goes into how the women have related their hair experiences to their mothers, with one sharing that her mother shampooing her hair was an "act of love". The women also point out that their mothers are their inspiration and teachers of their own nature. 

Touching on acceptance, the film then shifts to the perspective of an older woman with grey hair. She stated that she did not feel "authentic" while trying to mask her natural hair colour, and learnt to embrace it.

"All of my hair mistakes have been happy mistakes," one woman said, highlighting the importance of acceptance and love for one's natural hair. 

"It wasn't love at first sight, but there's no me without you," the final on-screen caption read. 

In conversations with MARKETING-INTERACTIVE, Cécred said it hoped viewers walk away knowing that hair is not just about looking good, but rather a personal, emotional, and complex relationship intrinsically tied to one's self-perception as a collective.

"Everyone goes through ups and downs with their hair, and Cécred is here to help people of all hair types understand how to honor their strands and the beautiful journey alongside them," it added. 

In February last year, Cécred unveiled its first brand ambassador would be Filipino beauty influencer and social-media personality Bretman Rock. 

"This woman means so much to me. She taught me that I’m a number one diva and that pretty hurts," said Rock in an Instagram post at the time. "Growing out my hair has been such a sacred journey personally because I started growing it out when my dad passed, because he was always a man with long hair. Now, two years later, my hair is a model."

The Cécred brand campaign follows Wieden+Kennedy's latest work for Nike earlier this year. Nike's new brand anthem "So Win" had taken centre stage during Super Bowl LIX, marking the brand's return to the event after 27 years. The 60-second ad, developed by the agency and directed by Kim Gehrig, focused on the evolving presence of women in sport.

Featuring athletes such as Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha'Carri Richardson, A'ja Wilson, and Sophia Wilson, the ad highlighted the challenges they face, and the progress being made. The voiceover by Grammy-winning artist Doechii reinforced themes of perseverance and defiance against long-standing limitations placed on female athletes.

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