Inmar® Intelligence and SheaMoisture® Celebrate Black-Owned Beauty, Hair and Personal Care Brands Through Limited Edition U...
April 08 2021 - 7:00AM
Inmar Intelligence, a data-driven technology-enabled services
company, today released campaign results of a month-long promotion
of Black-owned beauty, hair and personal care brands. In
conjunction with SheaMoisture and Inmar Intelligence’s community of
Instagram influencers, the campaign focused on highlighting
diversity and inclusion throughout Black History Month.
In February, select Instagram influencers in Inmar
Intelligence’s community showcased a Unity Box, which was sold at
Walmart, and included products specifically from Black-owned
companies. As an extension of SheaMoisture’s stirring creative
campaign “It Comes Naturally” featuring commissioned work from six
Black female artists, the exterior of the Unity Box features a
beautifully illustrated portrait by artist, Alexis Eke. The
campaign resulted in 4,900 Unity Boxes added to shoppers’ carts
(equivalent of $50,000 of purchase intent) and Inmar Intelligence
saw a 20 percent growth rate among African American participants in
its influencer community. Sales from the limited-edition Unity
Boxes contributed to the support of Black women
entrepreneurs.
“It is extremely important for us to continue to celebrate and
bring awareness to Black women entrepreneurs and promote a culture
of diversity and inclusion,” said Spencer Baird, EVP, President,
Martech at Inmar Intelligence. “Not only were we able to work with
SheaMoisture to promote the Unity Box, but also work with our
incredible community of influencers to showcase these amazing
products. We are encouraged by the relationships that our
influencers have built with their new followers and hope that those
continue to grow as a result of this campaign.”
“We are thrilled to have worked with Inmar Intelligence and its
influencer community to help provide a platform to highlight Black
owned businesses,” said Cara Sabin, CEO of SheaMoisture. “Investing
in and supporting entrepreneurship is core to how we operate as a
business and this campaign is another example of how we’re
dedicated to that mission.”
Going beyond the purchase intent of the Unity Boxes, throughout
the Black History Month campaign, participating influencers saw 20x
higher engagement on content than industry benchmarks.
"I was genuinely excited to be a part of a campaign that was all
about shining light on Black-owned businesses. My followers look to
me to share brands that have great products but also want to know
more about who's behind those products too. SheaMoisture is a brand
that I've used for many years now and was excited to share more
about the brand along with others that are available at a mass
level to my audience."
LeAura Luciano - Social Fabric Influencer
For more information about Inmar Intelligence, please visit
www.inmar.com.
About Inmar Intelligence
Commerce Accelerated.™
Inmar Intelligence is a leading data and tech-enabled services
company. $120 billion dollars of commerce runs through our
market-driven platforms which are propelling digital transformation
through unified data and workflows to help leading Fortune 5000
companies, emerging brands and health systems drive innovation.
Throughout our 40-year history, we have served retailers,
manufacturers, pharmacies, health systems, government and employers
as their trusted intermediary in helping them redefine success. For
more information about Inmar, please follow us on Twitter, LinkedIn
or Facebook, or call (866) 440-6917.
About SheaMoisture
SheaMoisture is committed to serving those who have been
underserved. Shea butter is one of the brand’s core ingredients,
praised for its hydrating and nourishing properties. As part of
their Community Commerce business model, SheaMoisture partners with
women-led co-ops in Northern Ghana to source their namesake shea
butter. With the core belief that commerce can bring true economic
independence and empower women to break cycles of poverty, the
brand further reinvests into both the co-ops and the communities it
serves throughout the U.S. SheaMoisture continues to create
economic opportunities for women and other minority entrepreneurs
in its ecosystem with engaging events, investment funds and
educational programs. SheaMoisture is a global beauty leader in the
hair care, bath, body, skin care, baby and men’s categories, and is
distributed in retailers throughout the world. SheaMoisture is a
subsidiary of Unilever.
Holly Pavlika
Inmar Intelligence
(336) 770-3596
holly.pavlika@inmar.com