Ch. 18- Social Media and Marketing

SheaMoisture understands the importance of interacting with their customers. Through the use of social media, SheaMoisture is able to listen to, build relationships with, and promote products to their customers. Fans of the brand are able to follow on Facebook, Twitter, Instagram, Pinterest, Google plus, and subscribe to SheaMoisture on YouTube. Consumers are even able to join an emailing list on SheaMoisture's website to get the latest news, tips, and offers. With an online presence, the company is able to keep their customers updated on all things SheaMoisture. 

All of the company's social media is accessible on their website!

Facebook: https://www.facebook.com/SheaMoisture
Twitter: https://twitter.com/sheamoisture
Instagram: https://instagram.com/sheamoisture4u/
Pinterest: https://www.pinterest.com/sheamoisture/
Google Plus: https://plus.google.com/+Sheamoisture/
YouTube: https://www.youtube.com/user/SheaMoisture4u

SheaMoisture realizes that facilitating conversations with customers is important, whether it be responding to a critique, or simply looking for feedback by "tweeting" and asking their followers to share their favorite products. 

They also share whenever their products are being used on the red carpet, fashion shows, and other events. By uploading photos of celebrities and models wearing SheaMoisture products on social media, they're able to promote their items while creating new content for their online platforms. 

On YouTube, SheaMoisture offers their followers video tutorials on how to apply and use their products. Not only does this offer customers tips on how to make best use of their favorite SheaMoisture products, but also helps with marketing these products as well. 

It's safe to say that online marketing is one of the most crucial components of a company's success. SheaMoisture does a fabulous job at staying connected with their loyal customers by engaging in conversation on twitter, updating frequently on Facebook, and even sharing tips through youtube and email. 

Ch. 2 - Strategic Planning for Competitive Advantage

Richelieu Dennis, CEO and Founder of SheaMoisture, has been an essential part of the company's marketing strategy. Dennis has mentioned that the company's marketing efforts have been focused on building and maintaining brand loyalty. This has been done by educating their consumers on the benefits of using natural and organic ingredients, and continuing to use them in all of their products. 


Not only has SheaMoisture gained competitive advantage by staying true to their family brand of providing organic ingredients but by making sure to market their products to different demographics. 


Richelieu Dennis recognized the need to cater to women and men with skin and hair needs that most generic beauty companies tend to neglect. He once said in an interview, "today the buying power and influence of the emerging multicultural and ‘ethnic’ consumer is undeniable. We take a problem/solution approach to hair and skin care; ethnicity doesn’t play into our product development, but hair and skin care needs do. Ethnic consumers are starting to see themselves and their needs represented in all channels."


Dennis also understands that excluding a large number of people in the company's marketing plan is detrimental. He mentions, "SheaMoisture not only brings a loyal group of followers, but also it understands and identifies with the transcending consumer influences at play". This is executed by making the product accessible. The company has partnerships with large retailers like Target, CVS, Bed Bath & Beyond, Walmart, Ulta, and more.

The company continues to gain name recognition by having its products featured in many magazines, a great example of market development. Recently, a handful of SheaMoisture's products were used in backstage at New York Fashion Week. SheaMoisture has also done a great job in the "diversification" of the company by launching "Men" and "Baby and Mommy" collections. 


One can say that Richelieu Dennis and the marketing team at SheaMoisture make it so that no consumer is out of reach and won't be able to enjoy the benefits of their great products. 

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Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

BRIEF HISTORY

Sofi Tucker started selling Shea Nuts at the village market in Bonthe, Sierra Leone in 1912. By age 19, the widowed mother of four made handmade shea butter, African black soap, and other natural remedies, selling them in local villages to support her family. Her salves and soaps were soon sought after across the countryside - and four generations later, in the hands of her grandson Richelieu Dennis, her recipes and wisdom form the heart of SheaMoisture. Today, every one of their formulas harness the healing power of Shea Butter and the best of Mother Nature to nourish every member of your family, body and soul. Sofi Tucker was their grandmother and Shea Moisture is her legacy. SheaMoisture’s inspiring story and amazing products continue to flourish - natural is the new norm, and they’re proud to be eco-friendly and organic since 1912. The media has noticed, too: they've won accolades and awards from Allure, Natural Health, Prevention, Parents, Esquire, Life & Style, Essence, All You, Ebony, Healing Lifestyles & Spas, RealBeauty.com and Shecky’s.

INCLUSIVELY EXCLUSIVE

The best in personal care and beauty should not belong to the few. Our accessibility comes compromise-free.

MODERN WISDOM

Recipes handed down from a healer make for potent 21st century cures.

SENSORY SOLUTIONS

Potent salves stimulate, soothe, surprise and speak to all the senses.

CULTURES CULTIVATED

The best ingredients gathered from around the world and picked to complement perfectly.

MISSION STATEMENT

At SheaMoisture, our mission is multi-cultivated: To make better-for-you beauty, hair and skin care products with certified organic and natural ingredients, always be eco-friendly, cruelty-free, fair-trade. We give back the goodness by supporting charitable organizations and women in under-served communities globally, across the United States and in our local community.