SheaMoisture Gives Walmart Two Exclusive Collections

Unilever’s SheaMoisture has rolled out two exclusive collections at Walmart as the mass merchant continues to expand its selection of inclusive personal care products. In stores, an endcap display spotted in May merchandised the exclusive SheaMoisture Baby "Nighttime" collection, meant to relax a baby during bath time. The brand introduced the lineup with Facebook and Instagram posts on May 11, while Walmart supported the launch with a June 14 Twitter update linking to a Walmart.com e-commerce page for the brand. Depicting a "Designed for your baby, crafted with care" header message, the endcap also stocked the SheaMoisture Baby "Curls & Coils" line in new packaging, as well as products from sibling brand Baby Dove formulated for melanin-rich skin and textured hair care. A QR code depicted on the header linked to a brand showcase for all the same baby collections. SheaMoisture Baby also used May 9 Instagram and Facebook updates to plug the availability of its "new and improved" line of hair care SKUs for curly and coily baby hair at the retailer. SheaMoisture additionally ran a cause campaign at Walmart in June. The retailer stocked the brand's "Coconut & Hibiscus" collection in exclusive packaging, with sales benefiting the Pull Up for Change Small Business Impact Fund to support Black entrepreneurs. June 9 Facebook and Instagram updates announced the line as supporting Pull Up for Change’s “Make It Black” initiative, which calls on leading brands to spotlight Black beauty while also advancing the economic wellness of Black communities. Pull Up for Change was founded in 2020 by Sharon Chuter, who launched an exclusive Uoma by Sharon C. skin care and cosmetics line at Walmart last year. The SheaMoisture launches continue a Unilever-Walmart partnership that brought an exclusive Madam by Madam C.J. Walker line of hair care products focused on meeting the needs of women of color to more than 3,000 of the retailer's 4,742 stores in January.

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