There was a real two way conversation here. We changed the way women felt about their hair, and they in turn told their stories and shaped our output, including the creation of a children's book:
There were over 100,00 downloads of the free e-book.
And we created stories with real women's input on the emerging visual storytelling app, Steller.
Lastly, we put control over the conversation in the hands of women and girls - by launching the world's first curly haired emojis, which were downloaded over 900,000 times:
My Role: Associate Creative Director