Cécred, the hair care brand founded by Beyoncé Knowles-Carter, today (April 7) launched its first-ever brand campaign, per details shared with Marketing Dive. The campaign revolves around a documentary-style film that details the hair care experiences of six real women and ends with the tagline, “A Deeper Understanding of Hair,” that refers to both personal connections to hair and the company’s technical prowess.
“When it came time to bring our campaign to life, we knew we didn’t want to take a traditional, overly polished approach,” said Tiffany Plater, senior vice president of marketing and creative at Cécred, in emailed comments.
“We weren’t interested in perfect sound bites or scripted moments. What mattered most to us was authenticity and creating space for people to speak in their own words, share personal experiences, and reflect on something that feels universally human. That vulnerability is what makes the message resonate. It’s not about selling a product but starting a conversation everyone can see themselves in,” the executive added.
The campaign’s paid media strategy prioritizes social platforms where its consumers engage, seek education and share personal stories and also includes premium placements across online video and connected TV. “A Deeper Understanding of Hair” was created with Wieden+Kennedy after the brand and agency, through qualitative research, social listening and connecting with its community, keyed in on a core insight: hair is communal, and all people have an emotional relationship with it.
“As we wanted to capture real stories, we needed to craft visuals highlighting these journeys so that people could really see themselves reflected back,” Plater said. “While we all may look different, our emotional relationship with our hair is surprisingly similar. We felt it crucial to champion these unifying stories, especially when our differences are often spotlighted within the category.”
The partnership is the latest high-profile work from Wieden+Kennedy, which scored the Super Clio Award for “So Win,” Nike’s first big game ad in 27 years. The agency also created a campaign starring John Cena for McDonald’s and was behind director Brady Corbet’s first brand commercial work.
Launched in February 2024, Cécred rolled out on April 6 to more than 1,400 Ulta Beauty stores nationwide and online, a move into retail that included what was billed as a first-of-its-kind integration at Ulta Beauty salons, including backbar product, signature services and ongoing events. Until now, the brand has utilized Beyoncé's global stardom and an influencer strategy to disrupt the hair care industry. The brand was first teased in 2023's “Renaissance: A Film by Beyoncé” concert documentary, and the pop star has showcased the products on her own social media.
Apart from Cécred, Beyoncé has remained a fixture of major brand campaigns. She appeared in Verizon’s 2024 Super Bowl spot and has starred in a series of nostalgic Levi’s ads. Previously, Beyoncé teamed with Peloton and brought her Ivy Park brand to Adidas. For Cécred, Beyoncé and her mother Tina Knowles-Lawson, the brand’s vice chairperson, are powerful ambassadors — but not the brand’s only ones.
“While their personal journeys offer powerful, unique insights, we also recognize the importance of elevating other voices,” Plater said. “We intend for all our campaigns to reflect this balance, highlighting stories that are deeply personal, yet universally resonant.”
