Abea | And Beautiful

Summary:
Abea, standing for "And Beautiful," is a passion-driven company I co-founded with my brother, sister, and cousin. It's dedicated to empowering black and brown beauty, celebrating our inherent beauty without conforming to external standards. The campaign was particularly focused on building and nurturing our own healthy and pleasurable beauty standards.

Context and COVID-19 Initiative:
During the COVID-19 pandemic, Abea initiated a fund to support black and brown barbershops and salons at risk of closure. Recognizing these establishments as vital community centers where entrepreneurship, family, and community thrive, the initiative aimed to preserve these integral spaces for local beauty professionals.

Innovation & Impact:
The campaign's branding, social posts, narrative work, and short movies were personally crafted to resonate with the ethos of celebrating and elevating black and brown beauty. By focusing on authentic representation and support, Abea not only fostered a sense of community but also played a crucial role in sustaining local businesses during challenging times. The initiative effectively highlighted the importance of these spaces in nurturing community ties and fostering entrepreneurial spirit.

Content:

• Branding

• Social Posts

• Short Movies

• Customer Relationship Management (CRM)