SheaMoisture’s bold new campaign for its deodorant range delivers the empowering message that feeling fresh boosts confidence, helping you embrace your fullest, freest self. Global independent design agency JDO teamed up with creative leader Amilcar Gomes to develop the campaign’s creative strategy that guided all activations. JDO’s NY team led development key campaign visuals for digital and print, whilst Gomes took the helm for TV spots.

Specifically formulated for melanin-rich skin, SheaMoisture’s deodorant range removes limitations, enabling black women to fully embrace their freest, most confident selves. At the heart of the campaign is the message, “We Got You” – an affirmation that fosters a deep sense of empowerment and community. The campaign’s visuals bring this to life, using real, engaging imagery that celebrates black women, highlighting their strength and beauty while underscoring SheaMoisture’s commitment to both natural ingredients and efficacy.

“The campaign needed to connect with black women, ensuring they feel part of a larger community where SheaMoisture is not just a brand, but a true ally,” says JDO Design Director Mariana Kertész. “We worked closely with the amazing Amilcar Gomes from the very beginning to create something that was real and rich with meaning. Every creative choice was made to create belief in the brand’s promise to empower through care, protection, and support.”

“All the creative, from the messaging to the visuals and TV spots, was crafted to make one thing unmistakable – SheaMoisture is brand that shows up for black women,” comments Gomes. “This campaign does that that by celebrating body diversity and the unshakable confidence black women carry into every room they enter.”
Susan Mayberry, Associate Director of Design for Retail Innovation, Skin Cleansing & Deo at SheaMoisture, comments, “The creativity and support of both JDO and Amilcar was crucial in developing a campaign that truly speaks to the unique needs of SheaMoisture’s community. We’re proud to be a brand that empowers black women to feel strong, confident, and genuinely cared for.”