( ENSPIRE Health and Wellness ) Innovative Brand Empowers African American Women with New Deodorant
ENSPIRE Contributor: Grace Chai
On January 16, 2024, SheaMoisture—a global beauty and personal care pioneer—launched its first-ever collection of antiperspirant underarm and whole body deodorant specifically designed to meet all of rich melanin skin’s needs. Its products offer superior sweat and odor protection for all-day/all-over freshness and skin solutions. They also help even out underarm discoloration, replenish moisture, and soothe and smooth skin in sensitive areas.
“SheaMoisture was one of the first brands to launch innovative products crafted with culturally authentic natural ingredients to care for textured hair. This is the first deodorant range that really works for underarms and your whole body, and is designed primarily for rich melanin skin,” said Dawn Williams-Thompson, Head of NA Personal Care Design for Retail & Local Brand Development at Unilever. “This reaffirms SheaMoisture’s priority of developing no-compromise beauty products to help a woman live her healthiest, most beautiful life.”
Six distinct Black dermatologists approved the brand’s new deodorant range for rich melanin skin, which includes eight products. The deodorants provide long-lasting antiperspirant underarm protection and skin solutions that moisturize and smooth skin. The range provides up to 70 percent moisture replenishment to dry skin, invisible application, and includes culturally iconic fragrances.
SheaMoisture’s six antiperspirant stick deodorants focus on a range of skin needs, like tone evening, moisturizing, smoothing, and freshening. They also offer sensitive and soothing post-shave deodorants for those with sensitive skin.
Of course, the brand did not forget whole-body protection. A Black dermatologist and gynecologist approved SheaMoisture’s two body deodorant options, which have plant-based formulations. Each whole body deodorant provides all-day, all-over odor control, invisible application, and SheaMoisture’s signature Coconut and Hibiscus scent.
“As a Black woman gynecologist, I know firsthand how important it is to have products that are tailored solutions for rich melanin skin. Our unique skin requires thoughtful care and deserves deodorant options that provide both effective odor protection and care for our rich melanin skin’s specific needs and sensitivities,” said Dr. Kameelah Phillips, MD., a board-certified OB/GYN. “To that end, SheaMoisture completely delivers on their promise with this collection.”
In celebrating SheaMoisture’s pioneering entry into the deodorant category, the brand is sponsoring the Fisk University Gymnastics Team, which made history as the first-ever HBCU gymnastics team to compete at the NCAA level in 2023.
SheaMoisture kicked off the partnership at Fisk University on January 14, 2024, to honor head coaches Corrinne Tarver (Fisk University), Brittany Harris (Brown University), Ashley Miles Greig (Iowa State), Umme Salim-Beasley (Rutgers University), Aja Sims-Fletcher (Talladega College) and Kelsey Hinton (William & Mary University) who together, are the country’s only African American female head coaches of an NCAA gymnastics program.
Corinne Tarver coaches Fisk University’s Gymnastics Team, and she became the first African American woman to win the NCAA All-Around Gymnastics Championship in 1989.
SheaMoisture will feature the Fisk University Gymnastics Team throughout its Shea deodorant launch campaign, give a $25,000 grant in support of their 2024 season, and provide career resources to team gymnasts and special products.
“This grant and partnership with SheaMoisture is more than just an investment in our gymnastics team; it is a commitment to empowering our girls by giving them the tools and exposing them to resources they can use on campus and beyond to power their futures,” said Tarver.
Besides the Fisk University Gymnastics Team, SheaMoisture has partnered with two other pioneers. Acclaimed musician MC Lyte—the first female rapper nominated for a Grammy—will voice the campaign in national ads and radio spots. Also, talented musician and actress Coco Jones, who is currently nominated for five Grammy awards, will make cameo appearances throughout the campaign.
This new deodorant range promises freshness for one’s skin—and also a breath of fresh air in the world of beauty and personal care, offering inclusive options for rich melanin skin.
SheaMoisture’s first-ever deodorant range for rich melanin skin will be available starting February 2024 at Walmart, Target, Walgreens, and CVS with a suggested retail price of $9.99 each. Tag @SheaMoisture and use the hashtag #SheaDeoForUs to join or start a conversation online.
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