Creative Strategy
Black Beauty: The Blueprint
Unilever’s personal care brand, SheaMoisture hired Genel to consult on their year-long content tentpole strategy. In support of this, Genel developed the Black Beauty: The Blueprint campaign which was adopted as a two-year initiative for the brand that included grant programs, global experiential activations and more.
As part of the Blueprint campaign, Genel interviewed Emmy award-winning stylist Zerina Akers, beauty editor Darian Harvin, celebrity hair stylist Ursula Stephens and other history-making Black women about how they carved their own paths in the beauty industry. She co-developed the voiceover narration for the campaign launch performed by Tina Knowles (see video to the right). (2023)
Best Face Forward
Genel wrote the script for SheaMoisture’s Even & Radiant skincare promotional video. She developed the campaign slogan and performed the voiceover narration. (2022)
We Are Here, We Are Hair
SheaMoisture tapped Genel to support their relaunch campaign, which was designed to introduce the brand to a wider audience and debut new packaging for their most popular products. Genel crafted the voiceover narration for the promotional video. (2022)
‘Do You at Sundance
SheaMoisture and Genel collaborated to create a custom affirmation card deck. This was apart of the celebrity gifting suite for the sixth annual MACRO Lodge at Sundance, which hosted appearances by Meagan Good, Misty Copeland, directors A.V. Rockwell, Ryan Coogler, and more. A tight turnaround project, Genel developed the bespoke affirmations, creative directed the card design and managed the production process. (2022)
Poetically Black
SheaMoisture and Genel partnered to celebrate Black women storytellers in a campaign called Poetically Black which featured custom social posts and a hero film. Genel also co-wrote the poem featured in the film. (2020)
Salon Series II
As part of SheaMoisture’s social conversation series: Salon Series II, Genel interviewed Tina Knowles and Beyonce’s long-time hairstylist Neal Farinah about their friendship and shared passion for haircare. Genel also oversaw the post production edit of the video. (2021)