To create a high-impact, immersive activation for SheaMoisture at Beautycon LA—one that centered textured hair care, personalized education, and community-rooted storytelling, all while spotlighting the launch of their new Bond Repair line.

Intentional, joyful, and rooted in ritual. Camp Shea offered guests a moment of self-discovery and care in the middle of the Beautycon buzz—a cultural retreat designed to inform, affirm, and celebrate textured hair journeys.

We crafted a three-part guest journey rooted in self-care and personalization. Guests started with a QR code Hair Personality Test, then moved into one-on-one consultations with local experts to assess their scalp, texture, and porosity. Finally, they built a custom Revival Kit with up to four SheaMoisture products, packed in branded bags with a discount card to take home.

Refinery29 brought in DS Event Haus to elevate the experience through scenic styling, full production, stylist sourcing, and gift bag fulfillment—highlighting the launch of SheaMoisture’s Bond Repair line with intention at every touchpoint.

Camp Shea became a standout activation at Beautycon LA, drawing over 1,200 guests and fulfilling more than 900 Revival Kits. With a seamless guest flow, hands-on education, and thoughtful design, the experience deepened SheaMoisture’s connection to their core audience and reinforced their leadership in the textured hair space.