Sephora came to R/GA having signed the 15% Pledge, a commitment by major retailers to dedicate a
minimum of 15% of their shelves to Black owned brands. But they didn’t want to stop there. We started
with a strategy that echoed a truth Black people have known since forever: while other beauty cultures
are globally praised, Black beauty culture is not.
In partnership with Oscar-nominated director Garrett Bradley, we created a film that recognizes the
influence and ingenuity of Black people that has led to many of the beauty trends, ingredients, tools
and language we all enjoy. We then went one step further and hacked Google by replacing “Black beauty”
search results from a horse, to real Black beauty.
Role: Creative Director
Creative Director: Katie Edmondson
Executive Creative Director: Shannon Washington
Senior Copy Director: Saige Sharp
Senior Art Director: Asyia Fisher
Director: Garrett Bradley
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Cannes Lions PR Lion: Retail Winner [Silver]
Sustainable Development Goals: Reduced Inequalities [Shortlist]
Fast Company World-Changing Idea: Advertising [Honoree]
Scroll 👇 for full award’s list
