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SHEAMOISTURE'S JAMAICA TRIP REDEFINES CREATOR MARKETING
TLDR ~45 SECONDS⚡️
CreatorVersed Team
March 22, 2025
LATEST DEVELOPMENT
SheaMoisture's Jamaica-based #Sheacation creator trip goes viral by authentically centering Black women influencers, becoming a case study in effective DEI brand trips.
INDUSTRY TALK
"The SheaMoisture trip showed that when you lean into DEI, it pays back in lots of love and organic viral moments. SheaMoisture said they wanted to give black women luxury and they gave us luxury and more."
BY THE NUMBERS
Trip highlights include:
14+ prominent Black women creators invited
Multiple viral social moments generated
Thousands of engagement impressions
0 notes from critics on execution
Successful new product integration
EXPERIENCE ELEMENTS
Intentional details included:
Round Hill luxury accommodations
Custom SammyB Jamaica shirt designs
Skip Marley surprise performance
Authentic Jamaican cuisine and culture
Local artisan market support
CREATOR RESPONSE
#SheaBaes included:
Kayla Greaves (@kaylaagreaves)
Micaéla Verrelien (@micaelaverrelien)
Lacy Redway (@lacyredway)
Aisha Beau (@aishabeau)
Rene Daniella (@ownbyfemme)
THE BOTTOM LINE
As brand trips face increasing scrutiny around selection processes and DEI initiatives, SheaMoisture demonstrates that authentic prioritization rather than tokenized representation creates genuine connection and powerful organic marketing moments.
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