For the launch of Mielle Organics' Kalahari Melon & Aloe Vera Collection, I worked on the brand strategy, ensuring the campaign was deeply rooted in the real needs and aspirations of millennial and Gen Z natural hair consumers.
Through a mix of social listening, consumer interviews, and market research, we focused on a strategy around the desire for natural hair consumers—especially those with 4C textures— to have the freedom to be uncompromising when it comes to both style and hair health. This became the foundation of our campaign, positioning the collection as the ultimate moisture solution that lets women express themselves without sacrificing hair hydration or health. To bring this strategy to life, we designed a social-first approach, meeting consumers where they naturally connect while making the campaign feel relatable and conversational.