In a powerful tribute to Black history in Puerto Rico, this campaign wove compelling copywriting with historically accurate hairstyles to immerse consumers in the true story of how braids were used to escape oppression during the era of slavery.

An inspiring historical narrative, combined with meticulously recreated hairstyles from the era, allowed modern audiences to experience the profound origins and enduring legacy of braids in Puerto Rico’s Afro-descendant community. The work vividly captured the legacy and enduring spirit of a historically marginalized community, underscoring a powerful message: "Our hair is history; our hair is power."

THE POWER OF PRINT TO RESHAPE LAW AND SOCIETY

This campaign was launched at a critical moment for Puerto Rico, seizing a societal shift towards greater recognition and appreciation of Afro-descendant heritage amidst a backdrop of historical marginalization.

Although awareness and pride in their African heritage are at an all-time high among black Puerto Ricans, discrimination and racism stubbornly persist, underscoring the need for advocacy among all sectors of society. This extends to discrimination against black hairstyles in schools, workplaces, and other establishment institutions. This issue has become more prominent in recent years, as several attempts to pass laws against hair discrimination have consistently failed to pass Puerto Rico's fiercely divided Senate.

Mizani, a distinguished L'Oréal brand celebrated for its mastery of textured hair care, aimed to take a strong stance against hair discrimination by embracing the profound legacy of a proud ancestral hairstyle. The goal was not simply to celebrate Afro-descendant identity, but to inspire and catalyze legal and social change through the proud legacy of an iconic black hairstyle.

In April 2024, shortly after the campaign's successful launch, Puerto Rico’s legislature finally approved a historic law prohibiting discrimination based on hairstyles.

Situation:

As awareness and pride in African roots grow among Puerto Ricans, the persistent issue of discrimination in schools, governmental institutions, and workplaces underscore the urgent need for continued efforts.

Brief:

Mizani, a L'Oréal brand known for its expertise in textured hair, wanted to take a stand against hair discrimination through an effort that leveraged the rich heritage of ancestral hairstyles. By bringing these culturally significant hairstyles into the modern spotlight, Mizani aimed to educate and shift perceptions, promoting greater acceptance and appreciation of diversity in beauty standards.

Objective:

Strategically launched to align with cultural shifts and legal advancements supporting racial equality, the campaign aims to enhance cultural pride and empowerment among Puerto Rico's Afro-descendant community, maximizing its impact.

These prints are certainly nice to look at. Still, the key to their success is unquestionably the result of powerful copywriting that brought the history of braids to life through a compelling and empowering narrative. This endeavor involved an extensive research and documentation process, conducted in partnership with historians, braid specialists, and members of Afro-descendant communities in Puerto Rico.

The combination of strong storytelling and authentic historical insights elegantly brought the beautiful hairstyles depicted in the prints to vivid life, captivating audiences and inviting them to see a deeper connection between braids, history, and black cultural heritage.

From a marketing perspective, this effort confirms that compelling, copy-driven narratives can still resonate deeply with consumers when used appropriately. We might live in the era of algorithms, snackable content, and short attention spans...but the power of good storytelling remains unmatched.