Stories of Pride | Like a Curl Boss | Sephora

Curl Boss!

Own your textured hair.

The Sephora curly girl owns her textured hair like a boss. Part of her arsenal is our deep expertise and curated collection of over 200 products. She trusts us to guide her to define her curls with love, pride, and hydration. Sometimes self-care starts with hair. For textured hair, that beings at Sephora—and ends in a beautiful, spring-loaded celebration of what she was born with.

Challenge
Barely anyone was coming to Sephora for hair, a category long ignored internally as well.

Strategy
We championed natural hair styles with our Curl Boss campaign for curly, coily and wavy hair. The campaign featured influencer twins TK and Cipriana Quann and emotional stories from all the models about their love-hate relationship with their hair and how heavily it plays into their identity. We also created Pocket Hairstylist, a Sephora app tutorial of how-to videos and product recommendations by hair type and style.

Results
Established a deep emotional connection with hair care clients and enjoyed a tremendous amount of love on social media from celebrities like Zendaya and rapid adoption of the app.