SheaMoisture's "Same Roots, New Rules" Campaign Repairs the Bond of Generational Textured Hair Trauma
Telling mom-to-daughter stories, featuring British R&B singer, Jamelia.
SheaMoistureUK, a renowned beauty brand, has recently unveiled a visually stunning tribute titled “Same Roots, New Rules.” This captivating project is dedicated to showcasing the beautiful and transformative journey of textured hair experienced by Black women.
The campaign features British R&B singer Jamelia and everyday women, carrying a powerful message. They are inspired by the daughters of the women involved and represent the hairstyles that each mother has always desired, yet they have yet to feel confident enough to wear. ‘Same Roots, New Rules” is a visual diary based on extensive research findings that shed light on the profound influence of societal pressures on Black and mixed heritage women aged 45 and above, particularly when it comes to their hair. The research reveals a staggering statistic: this specific demographic is 24 times more likely to conform to these pressures compared to individuals between the ages of 18 and 21.
SheaMoistureUK has captured the diverse stages of hair transformations, highlighting textured hair’s unique beauty and resilience. “Same Roots, New Rules” serves as a powerful celebration of the rich heritage and diversity within the Black community, affirming the beauty of every strand and encouraging women to embrace their natural hair. This visual love letter beautifully encapsulates the empowerment and confidence that comes from embracing one’s roots and defying societal beauty standards. Through this project, SheaMoistureUK celebrates the beauty of textured hair and encourages a shift in perception, inviting everyone to embrace and appreciate the diversity of hair textures and styles.
“Having spent a majority of my life in the entertainment industry, I rarely saw women that looked like me wearing their hair naturally,”Jamelia says in a press release. “As such, I spent most of my career straightening my hair because I never had the confidence to rock my afro.”
These findings highlight the need for a campaign that empowers and celebrates Black women, encouraging them to embrace their authentic selves and break free from the constraints of societal expectations. The campaign aims to inspire women of all ages to embrace their true beauty and individuality by showcasing the transformative power of hairstyles and the confidence they can instill.
SheaMoisture has introduced a virtual affirmation board as a way to showcase the beauty of the natural hair community. They are urging people with afro and textured hair to write love letters expressing their gratitude for their curls and coils. This initiative is designed to celebrate and uplift the various and distinct hairstyles found within the natural hair community.