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Black Beauty is Beauty
Agency R/GA / New York + Rock Paper Scissors / Los Angeles + DeVries Global / New York + m ss ng p eces / New York
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Category
Integrated PR Campaign
Annual ID
OS22_PR072M
About the Work
When you search “French Beauty” or “Asian Beauty” on Google, you see beautiful women. With “Black beauty,” however, you get horses… perpetuating racist tropes that compare Black people to animals. Which is unfortunate, because Black trends, products and styles often influence mainstream beauty culture, yet they rarely get credited. So, Sephora created an SEM hack to reclaim Black beauty, launching a multi-channel campaign to spotlight Black beauty, while enlisting the masses to help, by tagging Black beauty content across the internet. And search results are already trending in the right direction, with Black beauty finally getting the respect it deserves.
2022 Awards
Total Points: 3
Merit
Credits
Agency
R/GA / New York
PR / Marketing
DeVries Global / New York
Production Company
m ss ng p eces / New York
Post Production Company
Rock Paper Scissors / Los Angeles
Art Director
Asyia Fisher
Copywriter
Saige Sharp
Chief Creative Officer
Tiffany Rolfe
Chief Marketing Officer
Deborah Yeh
Creative Director
Desi Gallegos
Katie Edmondson
Katie Yoder
Sasimon Boonyavatana
Executive Creative Director
Shannon Washington
Executive Producer
Shar-dé Ricketts
Strategist
Ari Hayward
Langston Williams
Associate Director, Marketing Program Management
Caitlin O’reilly
Connections Planner
Bree Patrick
Director Of Content Production
Kyra Beckmann
Director, Content Production
Erica Jensen
Director, Marketing & Creative Strategy
Candace Payne
Manager, Business Affairs
Cristina Chouza
Managing Director, Client Services
Lauren Mandel
Senior Connections Planner
Akua Harris
Senior Director Of Campaigns And Content
Anne Cambria
Senior Director Of Content Production
Matthew Stanley
SVP, Marketing & Creative Strategy
Abigail Jacobs
VP of Creative
Susan Park
VP, Executive Director, Strategy
Lucien Etori
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