• by Tanya Gazdik , April 9, 2025

Cécred, the hair care brand founded by Beyoncé Knowles-Carter, is launching its first brand campaign from Wieden+Kennedy.

“The campaign revolves around a documentary-style film that details the hair care experiences of six real women and ends with the tagline, ‘A Deeper Understanding of Hair,’ that refers to both personal connections to hair and the company’s technical prowess,” according to Marketing Dive. “The campaign’s paid media strategy prioritizes social platforms where its consumers engage, seek education and share personal stories and also includes premium placements across online video and connected TV.”

The brand used qualitative research, social listening and connecting with its community to settle on a core insight: Hair is communal and everyone has an emotional relationship with it.

“The campaign’s documentary-style hero film directed by Campbell Addy follows six diverse women, each sharing their unique hair journey as a carousel of photos shows each of their evolutions,” according to Campaign. “Although she doesn’t make a physical appearance, the Cowboy Carter artist, who previously worked with Addy when he shot her 2021 Harper’s Bazaar cover, can be heard at the end of the film playfully asking ‘Is she Cécred?’ It also visually complements her existing creative aesthetic, using the same font style often seen on her website and promotional materials.”

The product line is being launched at Ulta Beauty Stores.

“The 35-time Grammy winner co-founded Cécred with her mother, Tina Knowles, and launched the brand in February 2024 as her answer to hair care for all, with a special focus on science-backed products for curly, kinky and coily hair,” according to The Hollywood Reporter.

Beyonce posted a video on Cécred's Instagram page that revealed her signature honey blonde had been swapped to a bouncy, icy blonde with a subtle root shadow.

“In the video, the 43-year-old is seen wearing a cleavage-baring, plunging black dress with beaded embroidery,” according to People. “She takes a few drops of Cécred's Nourishing Hair Oil and runs it though her locks, giving it over to her mother Tina Knowles — who passed the oil onto other members of the Cécred team — with the magic of a spliced video.”