Situation: Over 65% of the U.S. population has textured hair (curls & coils). Yet, it’s not taught in most beauty schools leaving the majority underrepresented, compromising schooling and safety for most stylists and salon-goers.

Brief: Create a film and campaign to rally the community and the court systems to change the curriculum of beauty schools. Amplifying L’Oréal’s collective efforts to create a more inclusive beauty industry.

Objectives: The objective was to build a campaign that mirrors a movement and brings both awareness and action around changing the culture and course of cosmetology to represent the underrepresented.

We launched “The Texture of Change” to put texture at the forefront of conversation – inclusive of a 90s anthem film and accompanying experiences at some of the industry and culture’s biggest celebrations of texture hair. Beyond a campaign, it’s a demand to ensure the safety standards of all hair types, so cosmetology students and industry professionals have access and education to service every strand. We petitioned all 50 states reaching thousands of signatures nationwide and created this action-backed campaign to reimagine the curriculum of cosmetology to change the course of culture.

To change the industry standard, we had to create a campaign that not only challenges the industry, but inspires the culture in and around it to take action. We wanted to reach the full spectrum of professional haircare – from consumers to creators to change-makers in the industry. We created a campaign that brought awareness to the mission to elevate the cosmetology industry with a more inclusive education for all hair types and textures. Our campaign focused on the striking statistics that over 65% of the U.S. has textured hair, yet textured hair care is not a required curriculum in most beauty schools. That leaves students, stylists, and textured salon goers underserved. Our strategy was to minimize the distance between awareness & action.

This campaign was launched on organic channels in May of 2023. The manifesto film was also shown during live events such as Essence Fest 2023, BeautyCon, Bronner Brother 2023, and L’Oreal’s PPD Ambassador Training Program. The film reached over 68,000 professional hair stylists and over 3 million event attendees across events.

We launched “The Texture of Change” to put texture at the forefront of conversation – inclusive of a 90s anthem film and accompanying experiences at some of the industry and culture’s biggest celebrations of texture hair. Beyond a campaign, it’s a demand to ensure the safety standards of all hair types, so cosmetology students and industry professionals have access and education to service every strand. We petitioned all 50 states reaching thousands of signatures nationwide and created this action-backed campaign to reimagine the curriculum of cosmetology to change the course of culture.