Case study
Cécred, the groundbreaking haircare brand founded by Beyoncé Knowles-Carter, engaged Antonym pre- and post-launch to build and codify their brand, audience, and tone of voice strategy.
The Lexicon
Product storytelling, education and efficacy, sacred spaces, salon culture, founder’s statement, education pillar, safe hair space.
Efficacy over celebrity
We knew Cécred wasn’t another celebrity licensing cash grab…
But we also knew we’d need to do deep, strategic work to ensure that our messaging and positioning made that abundantly clear.
We banished buzzwords; established a complex hierarchy of RTBs across all products, consumer targets, positioning angles; delivered authentic—not angled—brand and founder stories establishing Beyoncé Knowles-Carter’s proven equity in this space; and drilled all copy down to its most concise, sharpest edit, leaving no room for fluff. Just pure, raw, can’t-deny-them facts.
Deliverables
We devised product storytelling strategy and crafted copywriting for their brand book, website, press release, paid advertisements, emails, press, and launch messaging.
Building equity in a safe space
As a brand name, Cécred is untouchable. But “sacred” as a concept needed a careful touch so as not to tread too religious—or too precious. We helped Cécred build a messaging framework around sacred spaces, crafting authentic stories tied to Black salon culture, Black hairstylists, and Beyoncé and her mother’s long-held equity in holding safe hair space.
Copy for their launch Restoring Hair & Edge Drops connected with audience culture while conveying serious tech prowess.
Tech
We worked with the brand’s Director of Education to create moving content for a distinct, education-focused brand pillar.
Education
We focused on the personal, translating Beyoncé’s distinct vision into an ownable, concise, heartfelt founder’s statement.
Translation
The Antonym effect
“The awards and recognition we’ve received is based on work we’ve done together. Your work is excellent and reliable, and we’re able to recommend you without any hesitation.”
Jesse Holthaus Buxton, Head of Digital