African Pride and Impressions of Beauty have partnered on a campaign to bring essential haircare products to students this semester. The two brands worked in collaboration to provide samples of the African Pride Moisture Miracle collection to students at Historically Black Colleges and Universities (HBCUs) and Predominantly White Institutions (PWI) across the US. African Pride is also bringing live, interactive experiences to five select HBCUs from September 29 through October 27, 2023 to further connect with students.
Founder and CEO of Impressions of Beauty Ashlee Gomez spoke on the African Pride and Impressions of Beauty campaign saying, "At IOB, a significant facet of our mission is to introduce students to exceptional brands that havea vested interest in their unique needs as multicultural consumers. We pride ourselves on cultivating meaningful connectionsbetween influential brands and HBCU students, and we are so thrilled to have African Pride onthis journey with us! The honor of being able to help positively shape the consumer journey of ourstudent audience holds immeasurable value, not just for us, but also for our esteemed brandpartners!"
What's Driving This Trend
- Multicultural Consumer Engagement
- African Pride and Impressions of Beauty partnered on a campaign to introduce students to exceptional brands that have a vested interest in their unique needs as multicultural consumers.
- Brand Collaboration
- African Pride and Impressions of Beauty worked together to bring essential haircare products to students at Historically Black Colleges and Universities (HBCUs) and Predominantly White Institutions (PWI) across the US.
- Experiential Marketing
- African Pride is hosting live, interactive experiences at select HBCUs to further connect with students and positively shape their consumer journey.
Who This Affects Most
- Beauty and Personal Care
- African Pride's campaign showcases the importance of catering to the unique needs of multicultural consumers, creating opportunities for disruptive innovation in the beauty and personal care industry.
- Education
- The collaboration between African Pride and Impressions of Beauty demonstrates the value of engaging with students at HBCUs and PWIs, potentially bringing about disruptive innovation in the education industry.
- Event Planning and Management
- The live, interactive experiences organized by African Pride offer disruptive innovation opportunities in the event planning and management industry, by creating engaging brand experiences for students.
