Unilever brand, SheaMoisture Men, has zeroed in on a shift in how men see masculinity. Yes, the aim of the campaign, Black Men Love, is to warm men to the idea of skin care, but the campaign’s focus highlighting the role of love in black men’s lives – how they love (it includes self-love, parental love and love within relationships) and why love matters.

The campaign was created in partnership with men’s support organisations, Black Men Heal, Black Men Smile and The Black Man Can. It began with pop-ups in new York and Los Angeles, distributing rose and love letters in front of larger-than-life flower wall murals that read, Show Black Men Love.

The campaign continues with a digital content series highlighting the various ways Black Men show love. The series, directed by Dominique DeLeon, features the personal stories of everyday Black men as they navigate manhood and reveals how love influences their roles as fathers, teachers, partners, professionals and more.

The hero trailer leads the series followed by the vignette, Each One Teach One, the story of how a Los Angeles educator shows love to his students. The films are running on the brand’s YouTube, Instagram and X (formerly known as Twitter) channels.

In social, motivational and uplifting affirmations written by Black male leaders will be shared weekly across SheaMoisture Men’s social channels, discussing self-love and love within relationships.

Finally, SheaMoisture Men will host intimate wellness events and closed-door roundtable discussions for Black men discussing the evolving perception of men’s authentic experiences, Black masculinity and how love influences their roles as men.