SheaMoisture Men, a leading personal grooming brand for men of color, has unveiled its new campaign, “Black Men Love.”
This multifaceted initiative aims to celebrate and showcase Black men through the lens of love, shedding light on the various ways they express love and contribute to reshaping societal perceptions of Black masculinity.
The campaign kickstarted with pop-up events in New York and Los Angeles, where Black men were gifted roses and love letters against the backdrop of vibrant flower wall murals bearing the message “Show Black Men Love.” The New York pop-up was held at Denny Moe’s Superstar Barbershop in Harlem, while the Los Angeles event took place in the historical Leimert Park.
SheaMoisture Men will release a series of short vignettes directed by Dominique DeLeon, showcasing how Black men navigate manhood and express love in their roles as fathers, teachers, partners, professionals, and more. These personal stories will highlight their true essence and the authentic experiences that shape their lives.
The campaign will release a Hero trailer and a “Each One Teach One” vignette in September, which can be found on SheaMoisture Men’s Instagram and X (formerly Twitter) channels. Watch below:
Taydra Mitchell Jackson, Chief Marketing Officer for SheaMoisture, states, “Black men are prioritizing their well-being as they’re becoming more vulnerable and self-aware. As a brand that truly values and cares about this community, our intention is to partner with Black men and organizations already doing the work to celebrate their true essence and authentic experiences.”
The brand is taking the campaign beyond online video as well.
Inspirational affirmations authored by Black male leaders will be shared weekly on SheaMoisture Men’s social channels. These affirmations will focus on self-love and love within relationships, offering motivation and encouragement.
SheaMoisture Men will host intimate wellness events and closed-door roundtable discussions, providing a safe space for Black men to engage in open dialogue. These discussions will revolve around evolving perceptions of authentic experiences, Black masculinity, and the influence of love on their roles as men.
Partnering with organizations such as Black Men Heal, Black Men Smile, and The Black Man Can, SheaMoisture Men aims to uplift and support Black men by validating their value, experiences, and importance, especially in a world where their safety and well-being remain critical concerns.