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SheaMoisture rolls out Yes, And campaign with NYC Magazine Pop Up stand

The campaign premiered with an ad during this weekend’s BET Awards, and continues with the Yes, And Newsstand Pop-Up taking place June 11–12 at Astor Place Plaza in NYC.


NEW YORK — This week, SheaMoisture officially unveiled the launch of its Yes, And campaign — a striking expression of the brand’s commitment to honoring Black identity, self-expression, and the expansive beauty of textured hair.

The campaign premiered with an ad during this weekend’s BET Awards, and continues with the Yes, And Newsstand Pop-Up taking place June 11–12 at Astor Place Plaza in NYC.

Through this bold, culture-forward activation, SheaMoisture transformed a public space into a vivid celebration of hair as a language of individuality, artistry, and heritage — complete with the brand’s first-ever print magazine as a nod to the nostalgia of Black hair books.

The pop-up brought the magazine to life through live hair demonstrations by local stylists, powerful visual storytelling, and immersive moments designed to honor the legacy, creativity, and versatility of Black hair — from coils and curls to braids, blowouts, and beyond.

More from the campaign will roll out over the coming weeks as SheaMoisture deepens its storytelling and invites the community to embrace every version of themselves.

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