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Explore the landscape of Black female identity, femininity, personal expression and beauty to uncover inspirational socio-cultural trends. Uncover insights and inspiration to inform how a new-to-the-world hair care technology is positioned across brands in the portfolio, ultimately leading to brand-specific propositions that allow the client to compete and win with Black consumers (NA focused).

This work inspired brand-specific idea territories and stimulus that were used as a learning tool with the Black female consumer target.