CORE WASH & CARE

CLAIMS & MESSAGING GUIDANCE

2024
We Have Always Trailblazed A Path To Serve Her Unique Needs And The Community

Iconic Products Solving Her Unmet Needs

OUR VISION
Distinguish SheaMoisture As A
Leading Champion Of Equity
To Achieve Equality In The
Pursuit Of True Freedom For
The Black Community
Reinvestment in Black Community

OUR POSITIONING
Healthy Bey ond What
You See,
Mind. Body.
Community

IRI, Sept 2022

While The MCH Landscape Is Changing, There Are Still Major Areas of Unmet Need
,
NEW PLAYERS ARE ENTERING THE LANDSCAPE BUT SHEAMOISTURE WILL ADDRESS HER DEMAND
NOT ADDRESSING HER UNMET NEEDS SPACES WITH OUR NEW INNOVATIONS

Cleansing
Scalp
50%
of Women stated they are
open to experimenting with Without Stripping
new hair & beauty products

Hair Growth /
Breakage Reduction
MCH Haircare brands
10+ have entered the
market since 2020
Natural Oils Curls

Despite These Launches, She’s

Disappointed Because Her Natural
Needs Are Still Not Addressed Straightening Detangling
Our Approach to addressing the changing MCH landscape
REINFORCE OUR CREATE INNOVATIONS DRIVEN
CORE COLLECTIONS BY CURATED SOLUTIONS

Our Shea Standard is Shaped By Three Scalp Cleansing Without

Considerations for Superiority 2023 Launch Stripping
2024 Launch

Upgraded Formulation
using superior technology and
breakthrough ingredient science Hair Growth/ Breakage Reduction
2024 Launch
Project
Zion
Sharpened Communication
In our claims, benefits, and
marketing campaigns to address her Natural Oils Curl Elongation
main pain points 2024 Launch 2025 Launch

Modernized Design
2D
to elevate SheaMoisture look and
Refresh
feel while still staying true to roots Natural Straightening Detangling
2025 Launch 2025 Launch

UNDERPINNED WITH INGREDIENT LED SCIENCE & SUPERIOR TECHNOLOGY

Project Zion includes Shampoo & Conditioner from our top 6 collections, which
account for roughly 55% of sales
COCONUT HIBISCUS JAMAICAN BLACK CASTOR OIL MANUKA HONEY & MAFURA OIL

Curl & Shine / Curl Definition Strengthen & Restore Intensive Hydration

VIRGIN COCONUT OIL RAW SHEA BUTTER MANUKA HONEY AND YOGURT

Daily Hydration Deep Moisture Hydrate + Repair

UPGRADED FORMULATION
 Upgraded
We understand we must be cognizant in her sensitivity to product changes, so we Formulation
tested & learned with our RSB relaunch

Consumer Backlash From

Successful Raw Shea Butter Relaunch Reversed Prior Severe Velocity Declines
Honey Pot Reformulations

Shampoo:
Created 3x More
16 Formulas, Advanced Healing
each with Moisture
3 Rounds of
Conditioner:
Testing
before final approval 9x More
Advanced Healing
Moisture +2% +4%
Nationally
She Made Her
Extensive Testing Significant Improvement In All Around Improvement of
Disappointment Known
Through Her Online Presence
To Ensure Superiority Moisturizing Performance Velocities for Full Collection
 New & Improved Formulas

NEW sulfate-free surfactant

system for CHARGED cleansing
that cleans hair without the
stripped feel of traditional sulfate
cleansers.

½ the level of surfactants as

compared to current formulas.

And each variant with a unique

humectant complex to deliver
key benefits.
New Zion CoHi Shampoo Formula Tested Significantly Superior To Current, Upgraded
Formulation
Confirming Delivery Of Superiority On Core
WHO WE TESTED WHAT WE TESTED

180+ African American/ Newly Formulated Coconut

Vs. & Hibiscus Curl & Shine
Afro Caribbean Women Shampoo & Current
Conditioner
Type 3 & 4 Hair
BREAKTHROUGH RESULTS
New Shampoo & Current Conditioner Formulas Tested Significantly Higher Than Current Formulas In All Off The Following Areas

Current Formula New Formula

Protect Against Breakage + Damage

Controls Frizz
Strength
Care
Shine
Preventing Split Ends
Curls Bounce
Creamy Lather
Detangles Curls
Doesn’t Strip Hair
 Upgraded
Upgraded shampoo formulas unlocked general ‘new’ claims for shampoos & Formulation

shampoos + conditioners

SHAMPOO ONLY SHAMPOO + CONDITIONER

APPLICABLE
PRODUCTS

“System with New & “System with New

“New” “New & Improved” “New” Improved shampoo” Shampoo”
NEW CLAIMS
“New & Improved “System with New &
“System with
washing experience” Improved washing
Improved Shampoo”
experience”

Note: No ‘new’ claims apply to the conditioners alone

SHARPENED COMMUNICATION
 We tested several types of claims, with one claim rising to the top and 7 Sharpened
Communication
additional claims resonating with our consumer
CoHi
% Consumer
Claims Ranked by Consumer’s Likeliness to Purchase
Reach
Transform dry, brittle curls into bouncy, vibrant waves and curls with a non-stripping formula Top Claim with highest
1 53.7% individual reach
including coconut oil & silk proteins
Hydration that enhances the elasticity of your hair to help define your gorgeous natural curl
2 66.3%
pattern without weighing it down
For those with wavy, curly & coily hair, instantly hydrate & define your curls for healthier feeling
3 74.3%
hair after just 1 use
Infused with neem oil known to help repair hair and add shine, this nutrient rich formula leaves
4 79.0%
curls feeling healthy with a show-stopping shine Additional claims to
leverage
5 95% of women saw increased curl definition, vibrancy and bounce after just 1 use 86.3%

Pump up the hydration and say goodbye to lifeless curls with this nutrient rich formula designed
6 88.3%
to bring the bounce back to your curls
7 Experience 3X more moisturized curls after just 1 use 90.3%

8 Curls are left vibrant, bouncy and healthy looking with a soft feel and brilliant shine 92.7%

9 24-hour humidity protection for curls that are irresistible to the touch 95.0%
10 9/10 women experienced enhanced curl definition and noticeable frizz reduction Reach levels off at the
9 claims mark –
11 Cleanse dry, delicate curls with this gentle sulfate-free shampoo
indicating that the top
12 Your favorite textured hair stylists prefer this curl defining shampoo + conditioner combo 9 claims resonate with
13 90% biodegradable formula our consumer the best.
14 7/10 textured hair specialists recommend this for those who want their curls wrapped with smooth and soft definition

NOTE: THE CLAIMS ON THIS SLIDE ARE NOT FINAL, THEY ARE WHAT WE TESTED WITH CONSUMERS. THESE
CLAIMS ARE NOT APPROVED FOR USE. PLEASE SEE NEXT SLIDE FOR SUBSTANTIATED, FINAL COHI CLAIMS.
We Created Claims Using Our New Claims Strategy And Tested Them With Sharpened
Communication
Our Consumer To Determine the Leading Claims For Each Collection

APPROACH SCOPE METHODOLOGY

Claims Created Using The 4 Pillars Of

Claims are rated on:
6 Top Collections
SheaMoisture Claims Strategy

AFFIRMATION
OF IMMEDIATE
EFFICACY
INTUITION
15 Claims Per
CLEAR DURATION &
LONGEVITY OF Collection UNIQUENESS
BENEFIT

RELEVANCY
SUPERIORITY LANGUAGE
WITH CONNECTIVITY TO
INGREDIENTS
300 AA Women
Boosted for
EXPERIENTIAL LANGUAGE
WITH SENSORIAL AND
75 Shea Users BRAND FIT
EMOTIONAL APPEAL
 Based on the consumer rankings and R&D testing, we have several Sharpened
Communication
substantiated, final CoHi claims to leverage on pack & in comms
CoHi

KEY MESSAGE ADDITIONAL CLAIMS

Shampoo Only

“ Transform dry, brittle hair into

vibrant, bouncy waves and
curls
” • Transform dry, brittle curls into bouncy, vibrant
waves and curls with a non-stripping formula
including coconut oil & silk proteins
• 83% More Moisture*
Shampoo Only &
Shampoo + Conditioner
• Experience 5X more moisturized* curls after • Transform dry, brittle hair to vibrant, bouncy
just 1 use waves and curls
• Sulfate Free • Hydration that enhances the elasticity of your
hair to help define your gorgeous natural curl
pattern without weighing it down
Shampoo + Conditioner
• For those with wavy, curly & coily hair, instantly
• Blended with Neem Oil, this SH/CD helps repair hydrate & define your curls for healthier feeling
hair and add shine to leave curls feeling hair after just 1 use
healthy with a stunning shine
• Pump up the hydration and say goodbye to
• 85% More Moisture** lifeless curls with this system designed to bring the
• Hair is 74% Stronger/ 74% Less Breakage** bounce back to your curls

• Hair is 3x Stronger/ 3x Less Breakage** • Curls are left vibrant, bouncy and healthy looking
with a soft feel and brilliant shine
• Experience 6X more moisturized** curls after
just 1 use • Enhanced elasticity for weightless natural curls

• 24-hour humidity protection for curls that are

irresistible to the touch
• 24-Hour/All Day Frizz and Humidity Control *vs non-conditioning shampoo
** system vs non-conditioning shampoo
 We tested several types of claims, with one claim rising to the top and 4 Sharpened
Communication
additional claims resonating with our consumer
JBCO
% Consumer
Claims Ranked by Consumer’s Likeliness to Purchase
Reach
Top Claim with highest
1 Makes hair 5x Stronger 56.1% individual reach

2 Reduces breakage and shedding up to 80% 80.4%

3 Restores strength and resilience to damaged or chemically processed hair 90.7%

Additional claims to
leverage
4 Strengthens damaged hair 94.9%

5 Hair is visibly healthy 98.4%

Reach levels off at the

6 Protects hair from breakage
5 claims mark –
7 Visibly repairs damage indicating that the top
5 claims resonate with
8 Support elasticity so hair resists breakage when detangling
our consumer the best.
9 Use this collection to prevent breakage by up to 80% after one use
10 Fortifies each strand, reinforcing the hair fiber
11 Provides a protective layer that improves appearance of split ends
12 Repairs hair
13 Instantly revitalizes hair
14 Helps to prevent split ends
15 Improves condition of hair over time

NOTE: THE CLAIMS ON THIS SLIDE ARE NOT FINAL, THEY ARE WHAT WE TESTED WITH CONSUMERS. THESE
CLAIMS ARE NOT APPROVED FOR USE. PLEASE SEE NEXT SLIDE FOR SUBSTANTIATED, FINAL JBCO CLAIMS.
 Based on the consumer rankings and R&D testing, we have several Sharpened
Communication
substantiated, final JBCO claims to leverage on pack & in comms
JBCO

KEY MESSAGE ADDITIONAL CLAIMS

“ ”
RN0 Shampoo + Conditioner
System for 3X less Shampoo Only • Reduces breakage up to 67%**
breakage** • Restores strength and resilience to damaged
• This sulfate-free shampoo removes buildup
from damaged or chemically processed hair or chemically processed hair

• Sulfate free • Strengthens damaged hair

• Use this collection to prevent breakage by up
to 67%** after one use
• 3X Less Breakage**
• 67% stronger hair**
• 3x stronger hair**
• Restores hair strength & resilience
• 67% less breakage**

*vs non-conditioning shampoo

** system vs non-conditioning shampoo
Slide 16

RN0 ML tested 80% but it seems CTI only validated 67%. Do we have a more recent/updated Shampoo packshot with
the right claim?
Romero, Natalie, 2023-03-16T12:42:49.570
 We tested several types of claims, with one claim rising to the top and 6 Sharpened
Communication
additional claims resonating with our consumer
MHMO
% Consumer
Claims Ranked by Consumer’s Likeliness to Purchase
Reach
Top Claim with highest
1 Hydrate type 4, coily hair with extreme moisture to deeply nourish and soften 59.9% individual reach

2 Manuka & mafura oil helps extremely dry, damaged hair feel smoother, softer, and healthier 77.2%

3 Silk-like detangling lets you run your fingers through your curls to experience no tangles or knots 89.1%

Blended with mafura & baobab oils, fig extract and fairtrade shea butter, this rich formulation Additional claims to
4 91.7% leverage
helps to soften and revitalize hair

5 Hair feels 5X more moisturized after just 1 use 94.7%

6 Cleanses while infusing hair with intense moisture and shine 95.4%
7 Increased moisture retention for up to 72 hours 97.7%
Reach levels off at the
8 Gives extra dry hair an extreme moisture experience 7 claims mark –
9 9/10 textured hair stylists said hair was boosted with hydration for easier detangling after 1 use indicating that the top
7 claims resonate with
10 5X more slip for a luxurious finger detangling experience our consumer the best.
11 Multifunctional formula helps reduce detangling time by 25%, creating the perfect canvas for any hairstyle with less time
12 After just 1 use, hair is 4X shinier, 2X softer
13 Reduces frizz by up to 50% after just 1 use

14 8/10 women experienced extremely moisturized hair that was lightweight and oil-free
15 93% biodegradable

NOTE: THE CLAIMS ON THIS SLIDE ARE NOT FINAL, THEY ARE WHAT WE TESTED WITH CONSUMERS. THESE
CLAIMS ARE NOT APPROVED FOR USE. PLEASE SEE NEXT SLIDE FOR SUBSTANTIATED, FINAL MHMO CLAIMS.
 Based on the consumer rankings and R&D testing, we have several Sharpened
Communication
substantiated, final MHMO claims to leverage on pack & in comms
MHMO

KEY MESSAGE ADDITIONAL CLAIMS

“ ”
Hydrate type 4, coily hair with Shampoo Only
extreme moisture to deeply • Helps extremely dry, damaged hair feel
nourish and soften smoother, softer, and healthier
Shampoo + Conditioner
• Blended with Mafura & Baobab Oils, Fig
Extract and FairTrade Shea Butter, this • Blended with Mafura & Baobab Oils, Fig
formulation helps to soften and revitalize hair Extract and FairTrade Shea Butter, this system
• Hair feels 2X more moisturized* after just 1 use helps to soften and revitalize hair

• Cleanses while infusing hair with moisture and • Hair feels 8X more moisturized** after just 1 use
shine • Extreme moisture for type 3 and 4 hair
• Sulfate Free • Hydrate type 4, coily hair with extreme
moisture to deeply nourish and soften
• After just 1 use, hair is 1.3X shinier**, 1.3X
Shampoo Only & softer**
Shampoo + Conditioner • Increased moisture retention for up to 72 hours

• Silk-like detangling lets you run your fingers

through your curls
• Silk-like detangling for fewer knots
• Smoother, softer, healthier looking hair

*vs non-conditioning shampoo

** system vs non-conditioning shampoo
 We tested several types of claims, with one claim rising to the top and 4 Sharpened
Communication
additional claims resonating with our consumer
MHY
% Consumer
Claims Ranked by Consumer’s Likeliness to Purchase
Reach
Bring healthy looking hair back with ultra-moisturizing manuka honey and certified organic Top Claim with highest
1 64.0% individual reach
shea butter for hydrated, healthier feeling hair and noticeable shine

2 After just 1 use, hair is 4x more moisturized, 2x softer 85.7%

Blended with manuka honey, yogurt, and fair-trade shea butter, this sulfate-free shampoo
3 89.0%
Additional claims to
gently cleanses hair and replenishes moisture to dry brittle strands
leverage
Infused with manuka honey, yogurt, and fair-trade shea butter, this rich rinse-out conditioner
4 91.3%
helps hydrate, smooth dry split ends, and restore vitality to dull, lackluster hair

5 97% of women with wavy and curly hair experience visibly healthier hair after just 1 use 96.7%
Reach levels off at the
6 Reduces breakage on heat styled hair up to 76% when used with our hydrate + repair conditioner 5 claims mark –
7 This paraben free conditioner makes hair easier to detangle so there’s less breakage and hair can keep its length
indicating that the top
5 claims resonate with
8 When both the shampoo and conditioner are used, strands are strengthened from root to tip, leaving hair more resilient our consumer the best.
Infused with reconstructive proteins from yogurt, this reparative formula will rescue distressed strands and transform them into
9
stronger, healthier looking hair
10 For those with wavy and curly hair, instantly replenish strength and get a rich shine that looks and feels lavish
Not only does this strengthening shampoo feel and smell great, but it also provides intense moisture for all hair types along with
11
unrivaled slip
12 Melanin rich skin dermatologist tested to help unlock stronger hydrated hair
13 Rich, reparative formula reverses heat damage
14 8/10 women felt this collection improved the overall condition of their hair after consistent use
15 95% biodegradable formula

NOTE: THE CLAIMS ON THIS SLIDE ARE NOT FINAL, THEY ARE WHAT WE TESTED WITH CONSUMERS. THESE
CLAIMS ARE NOT APPROVED FOR USE. PLEASE SEE NEXT SLIDE FOR SUBSTANTIATED, FINAL MHY CLAIMS.
 Based on the consumer rankings and R&D testing, we have several Sharpened
Communication
substantiated, final MHY claims to leverage on pack & in comms
MHY

KEY MESSAGE ADDITIONAL CLAIMS

Bring healthy looking hair

“ back! This ultra-moisturizing

system, blended with manuka
honey and Fair Trade shea
” Shampoo Only
• After just one use, hair is 3x more moisturized*
• 70% more moisture*
Shampoo + Conditioner
• After just one use, hair is 5x more moisturized**,
1.2x softer**
butter, leaves you with
• Blended with Manuka Honey, Yogurt, and • 82% more moisture**
hydrated, healthier feeling hair, Fair-Trade Shea Butter, this sulfate-free
with a noticeable shine. • Infused with Manuka Honey, Yogurt, and Fair-
shampoo gently cleanses hair and
Trade Shea Butter, this rich rinse-out conditioner
replenishes moisture to dry brittle strands
helps hydrate and restore vitality to dull,
• Sulfate Free lackluster hair
• When both the shampoo and conditioner are
used, strands are strengthened from root to tip,
leaving hair more resilient
Shampoo Only &
• Reduces breakage on heat styled hair up to 55%
Shampoo + Conditioner when used with our Hydrate+Repair Conditioner *

• Blended with manuka honey and Fair Trade • This Shampoo and Conditioner, infused with
shea butter, this SH/CD/system leaves you with Yogurt, will rescue distressed strands and
hydrated, healthier feeling hair with a transform them into stronger, healthier looking
noticeable shine. hair

• Bring healthier feeling hair back!

• Transform brittle strands to hydrated, shinier,
healthier looking hair
*vs non-conditioning shampoo
** system vs non-conditioning shampoo
 We tested several types of claims, with one claim rising to the top and 4 Sharpened
Communication
additional claims resonating with our consumer
VCO
% Consumer
Claims Ranked by Consumer’s Likeliness to Purchase
Reach
100% coconut oil helps hair achieve moisture balance, allowing hair to be nourished, shiny, Top Claim with highest
1 59.7% individual reach
and healthy

2 100% virgin coconut oil helps hair become softer, smoother, and tangle-free 67.7%

Creamy coconut milk and fair-trade shea butter helps your hair become healthy and
3 73.3%
moisturized
Additional claims to
4 Silky, tangle-free hair right out of the shower allows you to style your hair with 2X the speed 82.3% leverage

5 Helps to enhance natural softness while reducing frizz 89.7%

6 3X more lightweight with 2X the moisture than a regular moisturizing shampoo/conditioner 92.7%
Reach levels off at the
7 Hydrates your hair so it’s softer and more manageable and infuses natural shine 6 claims mark –
8 100% virgin coconut oil seals in moisture and adds shine to dry hair indicating that the top
6 claims resonate with
9 Provide renewed hydration, manageability and shine
our consumer the best.
10 Achieve beautiful, moisturized hair that is softer by up to 50% after just 1 use
11 95% of women agreed that their hair felt more moisturized and less frizzy with just 1 use
12 Over 100 textured hair stylists agree this product delivers a rich moisture experience for hair
13 Daily lightweight moisture to hydrate strands without weighing hair down
14 Hair feels soft and shiny for up to 24 hours
15 96% biodegradable formula

NOTE: THE CLAIMS ON THIS SLIDE ARE NOT FINAL, THEY ARE WHAT WE TESTED WITH CONSUMERS. THESE
CLAIMS ARE NOT APPROVED FOR USE. PLEASE SEE NEXT SLIDE FOR SUBSTANTIATED, FINAL VCO CLAIMS.
 Based on the consumer rankings and R&D testing, we have several Sharpened
Communication
substantiated, final VCO claims to leverage on pack & in comms
VCO

KEY MESSAGE ADDITIONAL CLAIMS

“ ”
Infused with 100% Coconut Oil, Shampoo Only
this formula helps hair achieve • Infused with 100% Coconut Oil, this formula Shampoo + Conditioner
moisture balance, allowing hair helps hair achieve moisture balance,
to be nourished, shiny, and allowing hair to be nourished, shiny, and • Helps to enhance natural softness while
healthy-looking reducing frizz
healthy-looking
• 100% Virgin Coconut Oil Shampoo helps hair • 5x More Moisture**
become softer, smoother, and reduce • 100% Virgin Coconut Oil Daily Hydration
tangles Shampoo and Conditioner helps add moisture
• Blended with Creamy coconut milk and fair- and shine to dry hair.
trade shea butter, this shampoo helps your • Infuses natural shine and hydrates your hair so
hair become healthy-looking and moisturized it’s softer and more manageable
• 2x More Moisture* • Provides hydration, manageability, and shine
• Sulfate Free

Shampoo Only &

Shampoo + Conditioner
• Nourishing Shine and Healthy-looking Hair
• Balanced Moisture and Nourished hair

NOTE: new render needed with • Reduce Tangles For Softer hair
correct top band claim: *vs non-conditioning shampoo
** system vs non-conditioning shampoo
“FOR NOURISHED, SHINY, AND
HEALTHY-LOOKING HAIR
 We tested several types of claims, with one claim rising to the top and 4 Sharpened
Communication
additional claims resonating with our consumer
RSB
% Consumer
Claims Ranked by Consumer’s Likeliness to Purchase
Reach
Top Claim with highest
1 Moisturizes dry hair for a healthy glow 63.8% individual reach

2 Specially formulated and proven to help treat dry hair 80.1%

Additional claims to
3 Infuses moisture to ideal, targeted areas where hair needs it most 92.5%
leverage

4 Smooths and seals hair cuticle, locking in moisture 96.4%

Reach levels off at the
5 Restores lifeless damaged hair 4 claims mark –
indicating that the top
6 Advanced healing moisture
4 claims resonate with
7 Infuses hair fibers for instant hydration our consumer the best.
8 Increases moisture retention

9 Replenishes lost lipids for increased moisturization

10 Quenches dry, thirsty hair

11 Smooths dry split ends

12 Promotes manageable hair for easier combing

13 Use this collection regularly to protect from dryness

14 2X more Raw Shea Butter

15 Softens brittle hair

NOTE: THE CLAIMS ON THIS SLIDE ARE NOT FINAL, THEY ARE WHAT WE TESTED WITH CONSUMERS. THESE
CLAIMS ARE NOT APPROVED FOR USE. PLEASE SEE NEXT SLIDE FOR SUBSTANTIATED, FINAL RSB CLAIMS.
 Based on the consumer rankings and R&D testing, we have several Sharpened
Communication
substantiated, final RSB claims to leverage on pack & in comms
RSB

KEY MESSAGE ADDITIONAL CLAIMS

“ Moisturize Dry Hair For A

Healthy Glow ” • Sulfate Free
Shampoo Only

• Infused with Raw Shea Butter, Sea Kelp, and

Shampoo + Conditioner
• Infused with Raw Shea Butter, Sea Kelp, and
Argan Oil, this system softens hair and
Argan Oil, this formula provides 3x more improves manageability
advanced healing moisture*
• Softens hair / hair feels softer
• 71% more moisturizing*
• Provides slip
• Improves hair’s manageability
Shampoo Only & • Infused with Raw Shea Butter, Sea Kelp, and
Shampoo + Conditioner Argan Oil, this system provides 9x more
advanced healing moisture*
• This SH/System Infuses hair with intensive
• 89% more moisturizing*
moisture
• Moisturizes Dry Hair for a healthy glow
MOISTURIZE DRY HAIR FOR A HEALTHY GLOW MOISTURIZE DRY HAIR FOR A HEALTHY GLOW
• Specially formulated and proven to help treat
dry hair
• Infuses moisture to ideal, targeted areas where
hair needs it most

*vs non-conditioning shampoo

** system vs non-conditioning shampoo
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