Ateh Jewel Appointed as Superdrug's Creative Consultant for Textured Hair Care

What's Happening?

Superdrug has appointed Ateh Jewel, a beauty journalist and diversity advocate, as its first-ever Creative Consultant for the Coils, Curls & Waves (CCW) category. Jewel's role involves advising Superdrug on strategy within the textured hair care segment, including identifying new brands and products and curating consumer-facing edits. She will also lead 'Ateh's Picks,' a selection of recommended products available both in-store and online. This initiative aims to strengthen Superdrug's offerings in textured hair care, featuring products like Superdrug's own brand BC&S Castor Hair Oil and Almond Hair Oil, alongside popular items such as Cantu's Avocado Leave-in Conditioning Cream.

Why It's Important?

Ateh Jewel's appointment as Creative Consultant marks a significant step for Superdrug in addressing the needs of consumers with textured hair. By focusing on this category, Superdrug is acknowledging the growing demand for diverse and inclusive beauty products. Jewel's expertise and advocacy for diversity can help Superdrug enhance its product offerings and better serve a wider range of customers. This move could influence other retailers to prioritize inclusivity in their product lines, potentially leading to broader changes in the beauty industry.

What's Next?

As Ateh Jewel begins her role, Superdrug is expected to expand its textured hair care offerings, potentially introducing new brands and products that cater to diverse hair types. Jewel's influence may lead to collaborations with other beauty brands and experts to further enhance Superdrug's product range. Consumers can anticipate more inclusive marketing campaigns and product launches that celebrate diversity in beauty. The success of this initiative could encourage other retailers to follow suit, promoting inclusivity across the industry.