African Pride’s New Campaign Puts Textured Hair Front and Center

A familiar brand, a clear message: a campaign for textured hair that aims to resonate

African Pride has rolled out a new national campaign called “The Coils Been Coiling,” a celebration of textured hair and the people who nurtured its styles and care routines long before it became mainstream. The launch mixes television spots, short films for digital platforms, social media activations and local in-person events. The creative leans into pride, memory and care — not just product claims — and positions the brand as a cultural ally rather than a one-off advertiser.

The campaign is designed to reach broad audiences while speaking directly to people with naturally textured hair. That means ads that look and sound like everyday life: parents teaching children to detangle, barbers and stylists swapping tips, and older community members sharing stories about tradition and self-care. The effect is warm and human; the message is simple — textured hair has always been beautiful and worthy of its own products and care rituals.

How the campaign shows up: creatives, channels and collaborators

The campaign mixes a few familiar advertising tools. There are short broadcast-ready TV ads that tell small, emotional stories. There are longer-form mini-documentaries for streaming and the brand’s YouTube channel. Social content includes snackable clips, behind-the-scenes reels and user-generated challenges meant to encourage people to share family hair memories. In stores, African Pride is pairing the launch with updated shelf displays and sampling in select retailers.

Notable collaborators include community hair stylists and local culture creators rather than big-name celebrities. The brand recruited several respected stylists and a couple of influential content makers in the textured-hair space to appear in ads and host social live streams. The creative tone avoids slick beauty-studio gloss; it favors candid lighting and real-life settings to feel familiar and trusted.

The rollout is staggered: national spots started appearing on linear and streaming channels this week, while digital and social content will sustain the conversation over months. Local activations — pop-ups and styling sessions — will appear in a handful of cities to give the campaign physical touchpoints with consumers.

Why this matters to community and culture

Honoring elders and everyday experts matters in a space where representation has often been shallow. For decades, textured-hair care was overlooked by mainstream beauty advertising. Campaigns like this one aim to reverse that by centering people who learned and taught hair care at home and in neighborhood salons, long before textured hair became a mainstream beauty trend.

That cultural framing shifts the conversation from novelty to lineage. It recognizes routines, recipes and rituals passed down in families and salons. For many viewers, seeing those routines mirrored on screen signals respect and validation. For younger people, it can create a sense of continuity with older generations rather than a break with tradition.

It’s also notable that the campaign leans on community voices and stylists. That choice helps avoid a top-down message that markets products to an audience without showing it genuine understanding — a complaint often heard in past beauty campaigns.

Practical business implications for the brand

For African Pride, the campaign is a repositioning play as much as an advertising push. By foregrounding heritage and lived expertise, the brand is strengthening its identity in the textured-hair category. Expect the campaign to drive awareness among core users while making the brand feel more relevant to younger shoppers exploring natural-hair care.

On the shelf, the campaign is paired with merchandising updates and sampling that could nudge trial. In plain terms: more people seeing authentic stories and getting product samples makes it likelier some will try the line for the first time. That is a straightforward, if not guaranteed, path to sales uplift.

Voices, visuals and what to watch next

Brand spokespeople framed the campaign as the start of a longer conversation. “We wanted to honor the people who taught us how to care for our hair — and to say thank you in a way that feels real,” said a senior marketing lead at African Pride. “This isn’t about trend-chasing. It’s about respect and visibility.”

A local stylist featured in the ads added, “These are stories from my chair. People bring family history to a wash-and-set. Seeing that on TV matters. It makes young clients feel seen and older clients feel proud.”

Over the coming months watch for in-store sampling schedules, live-streamed styling demos, and community pop-ups tied to the campaign. If the brand keeps the tone consistent and lets community voices carry the message, the campaign could build lasting goodwill and stronger real-world connections between the brand and the people it serves.

Sources

• prnewswire.com