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Beyoncé's Cécred spotlights real hair stories in new documentary-style campaign

Sophie Smith
24 June 2024

Cécred, the haircare brand founded by Beyoncé, has launched a new campaign to celebrate the sacred hair stories and authentic experiences of three influential leaders in the creative community, captured in a documentary-style format.

By focusing on real, powerful stories and genuine experiences, the campaign highlights the brand's mission to "redefine beauty standards and champion inclusivity in the beauty industry".

"Under the visionary leadership of Knowles-Carter, Cécred distinguishes itself in a crowded market by purposefully elevating diverse individuals with unique and compelling stories, rather than relying solely on traditional models and marketing strategies," reads a statement from the brand.

"This approach not only sets it apart but also aligns with its core mission of inclusivity and representation."

Since its launch, Cécred has prioritised celebrating and uplifting its community. A prime example is its previous #CécredWashDay campaign, which empowered TikTok users to have their content featured in an Out Of Home campaign.

The initiative highlighted the diversity of hair types and textures using Cécred products while celebrating the joy of wash day.

Launching with eight products earlier this year, Cécred builds upon Knowles-Carter's vision to "create a new standard in haircare that breaks down myths and helps to change the narrative in haircare".

Inspired by hair rituals from global cultures, the product line-up features a Clarifying Shampoo, Scalp Scrub, Moisture Sealing Lotion, Nourishing Hair Oil and Reconstructing Treatment Mask.

Ingredients include an array of butters and oils, as well as a patent-pending technology made from wool-derived keratin, honey, and lactobacillus ferment to repair and strengthen hair.

The Grammy award-winning artist also took inspiration from her mother Tina Knowles, who often mixed tech-forward formulas with natural butters and oils to cultivate healthy hair in her salon.

Knowles joined Cécred as Vice Chairwoman, bringing 40 years of influence as a hairstylist, salon owner and entrepreneur to the brand.

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