On the heels of its #breakthewalls campaign, Sundial Brands released “I Can Because She Did,” a platform to raise awareness of Madam C.J. Walker’s history. Starting with her homemade hair products, Walker built a business that propelled her to become America’s first female self-made millionaire.
The debut component is a digital campaign called #ICanSheDid, including an online meme generator that invites women to celebrate their individual accomplishments, as well as the women who have inspired them, through photo uploads, social sharing and posts.
Sundial entered the prestige market in March with the launch of the Madam C.J. Walker Beauty Culture line exclusively in Sephora and on Sephora.com, a collection built on Walker’s legacy.
“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 chief executive officer 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 Walker’s attributes. They include 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/artist Molly Findlay; actress Eden Duncan-Smith; author/filmmaker/attorney Crystal McCrary; therapist/emotional-empowerment expert Christine Gutierrez; celebrity stylist Chioma Valcourt; fitness influencer Angelique Miles; recording artist/on-camera personality/writer K. Neycha Herford; activist/author Sil Lai Abrams; actress/beekeeper Yvonna Kopacz-Wright; forensic scientist/Fulbright Scholar Sheila Dennis; Emmy Award-winning journalist Cathleen Trigg-Jones; relationship expert Psalm Isadora; actress/model/Latina blogger Olga B. Gonzalez; jewelry designer Shauna Neely; singer/songwriter/activist Martha Redbone; and head of communications for Sundial Brands Latraviette Smith-Wilson. New films will be released over the next several weeks.
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Earlier this year, Sundial unleashed #breakthewalls, a campaign highlighting shopper frustration when they have to visit special aisles designated as ethnic, with a call to action to break down the walls and create more inclusive beauty-shopping environments. The debut video has more than 2.5 million views on YouTube.