Cantu unveils its new brand identity designed in partnership with its community of curlfriends. Cantu reached out to a vast collective of consumers and asked them directly what they wanted to see reflected in its new imagery, typography, structure and color palette. This collaborative exercise comes on the heels shortly after the reformulation of the brand's best-selling Shea Butter Leave-In Conditioner, prompted by the request for more moisture voiced by the natural hair community. The transformation was conducted in partnership with Cosmetic Chemist & Beauty Industry Expert, Erica Douglas, also known as Sister Scientist. "When the team at Cantu heard that there were a few consumers that wanted to make some changes to the award-winning Shea Butterleave-in conditioner, they listened," Sister Scientist shared. "We immediately started strategizing through the reformulation to remove alcohols and silicones to ensure that people who have sensitivities or objections to these ingredients can also enjoy the benefits of Cantu's most popular leave-in conditioner. We also ramped up moisturizing and conditioning properties and worked on improving absorption especially for type 4 curls." The brand's new packaging will make its debut in the new omni-channel campaign "As You Are", produced by award-winning culture and lifestyle agency, Cashmere, which champions women and men with all curl types to embrace every stage of their style evolution. New look Old look "Our goal is always to evolve our brand just as our consumers evolve but in a way that still remains true to our core identity that our loyal consumer base knows and loves," says Dametria Kinsley, Vice President of Global Marketing at Cantu.