Who are we and what are we here to do?

The timeframe: 6 weeks

Context

Shea Moisture is a black founded hair and skincare brand. Following a controversial advertising campaign and an acquisition to Unilever in 2017, the new CEO, Cara Sabin asked B+A to help her re-focus and energise the culture of the organisation so it could get back on the front foot and embrace a new, exciting future.

What did we do?

Using our trademarked Culture Dividend process B+A dug into the culture of Shea from every possible angle. We stepped into the shoes of employees and consumers to see from the inside out and the outside in, we got to grips with how things get done at Shea and we explored what future could hold for Shea if they pull together and re-build the culture of the organisation. We had 1-1 chats, group debates and quite a number of tense moments.

What was the impact?

This sensitive exploration led us to create, in partnership with our clients a new Vision, Mission, Position, Values and Tone of Voice for Shea. We created two consumer archetypes and brought them to life in film and words to inspire the team to serve them. And we back it all up with robust data sets that laid bare the scale of the opportunity. We continue to work with the team at Shea, tracking their culture using our Culture Strength Monitor and running a long term cultural evolution program.

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