2023
Entrant Company
McKinsey Global Publishing
Category
Video/ Web Based Productions - Beauty & Cosmetics
Client's Name
Country / Region:
United States
As part of our ongoing series on achieving Black economic mobility, we examined how Black beauty consumers and brands face deep challenges when it comes to equity. For this article and the accompanying subfeature “Meet the Black beauty execs,” and with breathtaking videography and data visualization, we interviewed Black beauty executives and founders including Tracee Ellis Ross to see how barriers could be removed and as such, lead to greater opportunity for everyone in the industry. To make this piece and its subfeature more engaging, we also included some new features including: - A stickier Table of Contents to help guide readers through the feature’s four chapters of lengthy yet profound articles. - A lock-and-scroll timeline of Black beauty brands through the years. - Videos where Black beauty founders and executives discuss their own experiences in the beauty industry, and how that relates to what they’re doing now or what they’d like to accomplish. These videos and their insights have since garnered rave reviews and positive media attention, including news coverage in WWD (https://wwd.com/beauty-industry-news/beauty-features/addressing-racial-inequity-in-beauty-is-a-2-6b-opportunity-mckinsey-reports-1235226054/ : requires subscription), and was later cited in Fast Company (https://www.fastcompany.com/90837393/tracee-ellis-ross-interview-pattern-beauty-hair ).
Entrant Company
VICE Media Benelux
Category
Branded Content - Documentary
Country / Region
Netherlands
Entrant Company
fortyseven communications
Category
Commercial & Marketing - Games / Games Related
Country / Region
United States
Entrant Company
Summercliff
Category
Video/ Web Based Productions - Public Interest / Awareness
Country / Region
Cyprus
Entrant Company
CURATOR Pictures
Category
Branded Content - Sports
Country / Region
United States