Edutainment Mock Press Conferences

SheaMoisture Ran The Silk Press Conference & a New Product

SheaMoisture hosted The Silk Press Conference — "a social edutainment mock press conference starring influential beauty icons, culture movers, and one particularly skeptical investigator: Law Roach, the undisputed King of the Silk Press." The cheeky campaign served to highlight the brand's latest styling innovation — the Silk Press in a Bottle Prep Cream.

The Silk Press in a Bottle Prep Cream is designed as a lightweight styling product that enables consumers to achieve smooth, long-lasting silk press styles while simultaneously protecting the health and integrity of their natural curls. The formula combines plant-derived straightening actives with Amla Oil and the brand's proprietary Hydroplex Technology.

The Silk Press Conference campaign brings the product to life by featuring four influential women with distinct lifestyles — a frequent traveler, an athlete, someone preparing for milestone events, and a woman navigating everyday life — to highlight how the press stays flawless in their unique circumstances.

Open at source ↗