MIAMI — During Miami’s Forumla 1 biggest race weekend, SheaMoisture activated across the city with the return of Sheacation - an experiential and OOH campaign designed to center Black women in one of the year’s most high-profile cultural moments.
The weekend was anchored by two key moments: Sheacation - a platform focused on meeting Black women where they are and bringing them into spaces they deserve to be - and the “Hot Off the Press” newsstand pop-up on Lincoln Road, tied to the second edition of Yes, And magazine.
Together, these activations brought the brand’s newest innovation, “Silk Press in a Bottle” into real-time conditions, testing performance against Miami heat and humidity through live styling, creator content, and on-the-ground engagement.
The events featured:
- Silk Press in a Bottle, Back for Another Lap
- Fresh off the Silk Press Conference launch, Silk Press in a Bottle is outside again - this time being put to the ultimate test. Built for heat, humidity, and movement, it delivers sleek, salon-level results without slowing you down. No matter the forecast, the mission stays the same: stay pressed. Available at Amazon, Walmart and Target.
- The Girls Are Outside (And Driving the Moment)
- SheaMoisture tapped a lineup that gets it - including Cindy Nwachukwu, Christine Cruz, Clarke Peoples, Erin Garnes, JaNa Craig, Kaila Kake, Kirah Ominique, Monica Veloz, and Sherese Gould - bringing their audiences along for the ride.
- OOH That Doesn’t Sit Still
- The takeover goes beyond the pop-up. From Lyft cars to wheatpasted streets to a billboard boat moving through the marina, SheaMoisture is everywhere. If you’re in Miami this weekend, you’re seeing it and if you’re not, it’s all over your feed.
