Exclusive: In tandem with Ulta Beauty launch, Cécred invests in first brand campaign

On Sunday, Cécred, Beyoncé Knowles-Carter’s 14-month-old hair-care baby, debuted in all of Ulta Beauty’s doors — more than 1,400 across the country. And on Monday, the brand launched its first brand campaign, dubbed “A Deeper Understanding of Hair.” It partnered with advertising agency Wieden+Kennedy to bring its vision to life.

In a series of video assets shot documentary-style, the campaign tells the stories of six women and their emotional journeys with their hair, including highs and lows. A written “Brand Manifesto” that is part of the campaign states, “There isn’t a relationship in the world like the one you have with your hair. And we want to uplift you — All versions of you — Through every phase. That relationship is cécred.”

The six women are models, but the stories they tell in the videos are their true stories. “We made sure the models we picked were people who resonated with the entire team when we met with them, and that all of us could see ourselves in each of their individual hair stories,” said Grace Ray, Cécred’s CEO. The campaign features three Black women, two white women and one Asian woman. Their stories are unscripted, she said.

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