e.l.f. cosmetics

Beauty News: Madam C.J. Walker Beauty Culture Launches #ICanSheDid

Beauty News: Madam C.J. Walker Beauty Culture Launches #ICanSheDid

Madam C.J. Walker Beauty Culture Launches #ICanSheDid

Digital Campaign Honoring Everyday Women Who Continue to Defy the Odds

Madam CJ Walker campaign

Sample memes (L-R) – Style influencer/media personality Tai Beauchamp & Madam Walker’s great-great-granddaughter and official historian A’Lelia Bundles

Madam C.J. Walker Beauty Culture, the prestige haircare line manufactured by Sundial Brands and built on the legacy of Madam C.J. Walker – visionary entrepreneur, philanthropist and America’s first female self-made millionaire, today launched“I Can Because She Did” – an empowering and inspiring platform to raise awareness of Madam Walker’s significant contribution to American society and inspire women around the world to be bold in the pursuit of their dreams. The first component, a digital campaign called #ICanSheDid, includes an online meme generator that invites women to celebrate their individual accomplishments, as well as the women who have inspired them, via photo uploads, social sharing and posts that complete the phrase I can____. Because _____ did.  Be _____.”

“Madam C.J. Walker has been widely celebrated as a source of pride and inspiration in Black History for almost a century, but the truth is that she is an American icon and an inspiration for every woman,” said Richelieu Dennis, founder and CEO of Sundial Brands. “Like so many women aspiring and working to create the life they desire, Madam Walker lived with a vision that was beyond her time – a vision for the way that things could be, not the way they were. She accomplished what no woman had done before, and with #ICanSheDid, we are inspiring women today to do the same – while recognizing and celebrating the many women who have come before and proven that the ‘impossible’ is indeed possible.’”

#ICanSheDid also includes 20 short films showcasing entrepreneurial women influencers who represent the timeless ideals of Madam Walker’s audacity, ingenuity, empowerment, spirit of service and confidence to blaze her own trail.

These influencers include style influencer/media personality Tai Beauchamp; wellness entrepreneurLatham Thomas; editor-in-chief of Heart & Soul magazine Anita Kopacz; recording artist (and half of the beloved R&B duo Zhané) Renee Neufville; prop stylist/artist Molly Findlay; actress Eden Duncan-Smith; author/filmmaker/attorney Crystal McCrary; therapist/emotional empowerment expertChristine Gutierrez; celebrity stylist Chioma Valcourt; fitness influencer Angelique Miles; recording artist/on-camera personality/writer k. Neycha Herford; activist/author Sil Lai Abrams; actress/beekeeper Yvonna Kopacz; forensic scientist/Fulbright Scholar Sheila Dennis; Emmy award-winning journalist Cat hleen Trigg-Jones; relationship expert Psalm Isadora; actress/model/Latina blogger Olga B. Gonzalez; jewelry designer Shauna Neely; singer/songwriter/activist Martha Redbone; and head of communications for Sundial Brands Latraviette Smith-Wilson.  New films will be released weekly over the next several weeks.

Sundial Brands entered the prestige beauty category with the historic launch of Madam C.J. Walker Beauty Culture exclusively in Sephora and on Sephora.com in March 2016. The four-collection, 25 SKU line was created with the highest quality natural ingredients – including first-to-market dual oil encapsulations – and performance innovation to inspire every woman to be unapologetic in the expression of her individual beauty – whether kinky, coily, curly, wavy, or straight/heat-styled.

Designed for all hair types, the line includes three styling collections – Brassica Seed & Shea Oils (Smoothing/Style-Extending), Coconut & Moringa Oils (Frizz Fighting/Humidity-Blocking) and Jamaican Black Castor & Murumuru Oils (Curl-Defining/Moisture-Sealing) – and one treatment collection – Dream Come True (Scalp & Strand Nourishing).

Madam C.J. Walker Beauty Culture partnered with Alchemy Life, Inc. to develop the assets and content for #ICanSheDid. Visit www.icanshedid.com to access all of the online campaign elements, including the meme generator and video vignettes.

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