The industry was focussing its marketing primarily on the product, with women becoming secondary in the creative. Our approach was to put the target audience into the centre of the creative idea and discuss about beauty more broadly. The definition of beauty in Africa is as diverse as the women who live there. So we launched a campaign that communicated one simple message: hair is simply the ever-changing fabric of self-expression and that there is beauty in everyone. Our idea was to show that all people have to do is "find your beautiful". From a branded film to social content, live activations to identity design, our campaign spread cross Kenya.