Campaign Honoring Everyday Women Who Continue to Defy the Odds
Madam C.J. Walker Beauty Culture, the prestige haircare line manufactured by Sundial Brands and built on the legacy of Madam C.J. Walker – visionary entrepreneur, philanthropist and America’s first female self-made millionaire, today launched “I Can Because She Did” – an empowering and inspiring platform to raise awareness of Madam Walker’s significant contribution to American society and inspire women around the world to be bold in the pursuit of their dreams. The first component, a digital campaign called #ICanSheDid, includes an online meme generator that invites women to celebrate their individual accomplishments, as well as the women who have inspired them, via photo uploads, social sharing and posts that complete the phrase “I can ____. Because _____ did. Be ____.”
“Madam C.J. Walker has been widely celebrated as a source of pride and inspiration in Black History for almost a century, but the truth is that she is an American icon and an inspiration for every woman,” said Richelieu Dennis, founder and CEO of Sundial Brands. “Like so many women aspiring and working to create the life they desire, Madam Walker lived with a vision that was beyond her time – a vision for the way that things could be, not the way they were. She accomplished what no woman had done before, and with #ICanSheDid, we are inspiring women today to do the same – while recognizing and celebrating the many women who have come before and proven that the ‘impossible’ is indeed possible.’”
#ICanSheDid also includes 20 short films showcasing entrepreneurial women influencers who represent the timeless ideals of Madam Walker’s audacity, ingenuity, empowerment, spirit of service and confidence to blaze her own trail.
These influencers include Madam CJ Walker’s great-great granddaughter A’Lelia Bundles; style influencer/media personality Tai Beauchamp; wellness entrepreneur Latham Thomas; editor-in-chief of Heart & Soul magazine Anita Kopacz; recording artist (and half of the beloved R&B duo Zhané) Renee Neufville; prop stylist Molly Findlay; Goddess On The Go creator Leora Edut; actress Eden Duncan-Smith; producer/author Crystal McCrary;
Psychotherapist/self-esteem coach Christine Gutierrez; celebrity stylist Chioma Valcourt; fitness expert Angelique Miles; recording artist/on-camera personality k. Neycha Herford; activist/author Sil Lai Abrams; actress Yvonna Kopacz; forensic scientist/Fulbright Scholar Sheila Dennis; Emmy award-winning journalist Cathleen Trigg-Jones; relationship expert Psalm Isadora; filmmaker Olga Ramos; jewelry designer Shauna Neely; blues and soul singer Martha Redbone; renowned doula/musician Domino Kirke; and Sundial Brands’ head of communications Latraviette Smith-Wilson. New films will be released weekly over the next several weeks.
Sundial Brands entered the prestige beauty category with the historic launch of Madam C.J. Walker Beauty Culture exclusively in Sephora and on Sephora.com in March 2016. The four-collection, 25 SKU line was created with the highest quality natural ingredients – including first-to-market dual oil encapsulations – and performance innovation to inspire every woman to be unapologetic in the expression of her individual beauty – whether kinky, coily, curly, wavy, or straight/heat-styled. Designed for all hair types, the line includes three styling collections – Brassica Seed & Shea Oils (Smoothing/Style-Extending), Coconut & Moringa Oils (Frizz Fighting/Humidity-Blocking) and Jamaican Black Castor & Murumuru Oils (Curl-Defining/Moisture-Sealing) – and one treatment collection – Dream Come True (Scalp & Strand Nourishing).
Madam C.J. Walker Beauty Culture partnered with Alchemy Life, Inc. to develop the assets and content for #ICanSheDid. Visit www.icanshedid.com to access all of the online campaign elements, including the meme generator and video vignettes
About Madam C.J. Walker Beauty Culture:
Built on the legacy of Madam C.J. Walker – visionary entrepreneur, philanthropist and America’s first female self-made millionaire, Madam C.J. Walker Beauty Culture is a haircare brand manufactured by Sundial Brands, which assumed ownership and trademark from Madame C.J. Walker Enterprises in October 2013. The performance-driven line has been formulated with high-quality natural ingredients and a first-to-market dual encapsulation oil technology and includes cleansing, styling and treatment solutions for all hair types. Madam C.J. Walker knew what a confident woman could achieve, and Madam C.J. Walker Beauty Culture provides tools to celebrate every woman’s unique beauty and empower her aspirations. Greatness begins with confidence. Powerful. Beautiful. You. Available at Sephora & Sephora.com.
About Sundial Brands:
Sundial Brands, a leading skincare and haircare manufacturer renowned for its innovative use of high-quality and culturally authentic natural ingredients, is the maker of Madam C.J. Walker, Nubian Heritage and SheaMoisture. A certified B Corp company with a Fair for Life social and fair trade certification, Sundial engages in ethical and cruelty-free business practices and manufactures its products at its state-of-the-art facilities in Long Island, NY. Through its Community Commerce purpose-driven business model, the company creates opportunities for sustainable social and economic empowerment throughout its supply chain and communities in the United States and Africa, focusing on entrepreneurship, women’s empowerment, education and wellness. In 2015, Sundial was named to the Inc. 5000 list of the fastest-growing private companies in the United States and received the WWD/Beauty Inc. award for “Corporate Social Responsibility Company of the Year.” Widely credited with introducing the “New General Market” inclusion concept to the beauty and retail industries, Sundial Brands founder and CEO Richelieu Dennis began the company in 1991 with his college roommate, Nyema Tubman, and mother, Mary Dennis.