Case study
Cécred, the groundbreaking haircare brand founded by Beyoncé Knowles-Carter, engaged Antonym pre- and post-launch to help codify their brand, audience, and tone of voice strategy; devise product storytelling strategy; and craft copywriting for their brand book, website, press release, paid advertisements, emails, and launch messaging for their Foundation Collection.
To create visibly stronger, healthier hair, you’ve got to start at the Foundation.
The Lexicon
Cécred space, Fortifying foundation, Generational wisdom, Hair repair in a jar, Like skincare for your scalp, The results don’t lie, Time-honored rituals, You are Cécred
Generational hair wisdom meets modern honey tech
The haircare industry has long been plagued by a lack of efficacious, safe, nourishing options for all hair types. Cécred has broken the mold. Inspired by its founder Beyoncé Knowles-Carter’s transformative, culture-shifting experience with hair, and her mother’s legendary background as a hairstylist, they set out to create a truly unifying, results-driven haircare experience.
By centering the distinct needs of textured hair at the start, they have successfully created potent solutions for everyone whose hair has similar needs—notably moisture, strength, shine, and length retention—delivered through ancient ingredients and honey-infused keratin recovery tech. Cécred has unlocked a new era in generational hair wisdom and equitable haircare.
Cécred Beginnings
“It’s been my lifelong dream to create these hair products and bring some of my mother’s teachings to life. I built Cécred from the ground up. I poured into it everything I’ve learned throughout my life so we can borrow some of our past and bring it to the future. Cécred is about prioritizing yourself and all the things you hold sacred.”
—Beyoncé Knowles-Carter
Deliverables
Strategic support
We collaborated with the Cécred team pre-launch to help strategically hone and craft their brand and founder storytelling, tone of voice, content and consumer journey strategies, name support for key brand touchpoints, and product RTBs and storytelling.
Copywriting
We wove these strategies into copywriting execution for all launch and digital assets, including the website, welcome flows and email, the press release, welcome card, hero video, paid social and ads, Cécred x BeyGOOD Fund, Cécred Pro Program, team bios, the brand book, and taglines.