sheamoisture @
Beautycon
CAMP SHEA
RETREAT
Camp Shea Retreat was a custom-built self-care sanctuary at Beautycon, designed to drive awareness and excitement around SheaMoisture’s Bond Repair collection. In collaboration with Refinery29, the 360° activation blended wellness, education, and personalization—offering a calming, hyper-personalized moment in the midst of the beauty world’s biggest weekend.
Inspired by SheaMoisture’s larger “Camp Shea” ethos, the retreat invited guests to slow down, reconnect, and prioritize their personal hair journey. Through one-on-one consultations, curated product discovery, and intentional design, the space encouraged self-understanding as the foundation of great haircare.
Agency: Refinery29
Date: 2024
Head of Experiential: Rheanna Gaskin
3D Designer: Diana Zwetzich
Lead Creative: Sierra Blanc
Creative: Crystal Anokam
Creative: Ana Gonzalez
The User journey
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Enter the Space
Guests began their experience by taking the SheaMoisture hair quiz—a quick, engaging way to learn more about their hair type, texture, and needs. This digital moment helped guide their journey through the retreat.
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Hair Analysis Lounge
Next, guests received personalized consultations from local hair experts. Through scalp and porosity assessments, stylists identified each guest’s unique hair profile and recommended the best SheaMoisture products to support healthy, revived hair.
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DIY Revival Kit Station
Finally, guests visited the DIY station to build their own SheaMoisture Revival Kit, they selected a customized lineup of products and packed them into a branded take-home bag, extending the retreat experience beyond the event.
Event Results