CHALLENGE

Introduce the NEW MBIB Golden Milk collection, reinforcing the RTB “inspired by you, especially for you.” Highlight the key benefits and ingredient story.

INSIGHT

Young, Black & Proud. Black millennial women are multidimensional. Ambitious, confident, loyal to her tribe. Her hair is her canvas and a representation of how she expresses herself on her own terms.

SOLUTION

All Black. All Beauty. Designed an unapologetic, thought-provoking and memorable journey rooted in storytelling and brand beliefs. Every moment and touchpoint brought to life empowerment, self-expression, texture and pride.

IMPACT

• Successful product launch with retail partner Sally Beauty. 
• Hired 83% woman-owned, 67% black-woman-owned vendors/artists/entrepreneurs.