Unilever, Walmart Celebrate Madam C.J. Walker with Hair Brand

Unilever’s Sundial Brands recently rolled out a hair care line exclusively at Walmart celebrating America’s first female self-made millionaire, Madam C.J. Walker, who made her fortune more than a century ago selling cosmetics and hair care products designed for Black women.Madam by Madam C.J. Walker rolled out to Walmart.com and more than 3,000 of the mass merchant's 4,742 stores in January, and comprises 11 hair care SKUs designed to "respect, protect and perfect the wide range of styles worn by women of color," according to a media release from the brand. Ranging from $9.97 to $8.97 in price, the products include a "heat protectant" spray, a "humidity shield" styling gel, a scalp serum, a "revive & reset" shampoo, and a detangling leave-in conditioner.In stores, the items enjoyed secondary merchandising space via a dedicated endcap display encouraging shoppers to “respect, protect & perfect your every style.” A brand showcase within Walmart.com presents the products as a three-step solution to provide a healthy scalp, stronger hair and “unlimited possibilities” for styling.The brand received launch support through posts across the brand's TikTok, Instagram, and Facebook pages, and YouTube channel. (See video below.) Walmart also hosted a celebratory dinner and Tony Waller, Walmart's vice president, constituent relations and racial equity, interviewed A'Lelia Bundles, a journalist and great-great granddaughter of Walker, as part of Black Enterprise's Women of Power Summit in Las Vegas in March. The 32-minute interview was posted to the brand's Instagram page. Walmart and Amazon were among the sponsors of the leadership conference, which ran from March 24-26.Born Sarah Breedlove, Madam C.J. Walker was inspired to create hair products after an experience with hair loss, building a business empire. She was also an activist and philanthropist, donating to organizations, such as the National Association for the Advancement of Colored People. Madam by Madam C.J. Walker was created to carry on her legacy, according to the brand. “The products were created for polycultural women who proudly lead their lives, unbothered by society's ideals of how they should look, feel, and present themselves," Cara Sabin, chief executive officer of Sundial Brands, said in the release. "Madam by Madam C.J. Walker celebrates the multidimensionality of women with textured hair, enabling them to switch it up while promoting a healthy scalp, stronger hair and unlimited styling possibilities."Sundial Brands previously launched textured hair care line Emerge exclusively at Target to cater to multicultural Gen Z women. Both mass merchants have been amassing exclusive beauty and personal care products to differentiate themselves and woo younger shoppers as well as diversify their beauty offerings.

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