African Fashion Week x Shark Beauty Canada

Background & Objective

In an effort to authentically connect with the textured hair community and establish a meaningful presence in the Canadian beauty space, Shark Beauty partnered with African Fashion Week Toronto (AFWT). The goal was to showcase the performance of our hair tools—especially on textured hair—and spark conversations around inclusivity, innovation, and empowerment through beauty.

The Big Idea

AFWT offered the perfect platform to launch our new partnership with celebrity hairstylist Janet Jackson and the unstoppable Sasha Exeter. With them as our faces, we created a multi-day, multi-sensory brand experience that put Shark Beauty front and center—literally. The campaign blended fashion, community, and storytelling to build emotional and cultural resonance with our audience.

Execution

• Billboard Takeover at Sankofa Square (formerly Yonge-Dundas Square):

  • 17 synchronized digital billboards including a 3D execution above the Eaton Centre

  • Placement above key retail partners like Shoppers Drug Mart and Sephora

  • Full domination of the square, generating buzz and foot traffic

• Onsite Activation:

  • Interactive booth experiences with product demos

  • Influencer and celebrity engagement

  • Partnership with Etalk for exclusive event coverage: roundtable, GRWM, and live onsite moments

• Fashion & Hair Integration:

  • Sponsored the Couture Fashion Show—VIPs used Shark Beauty tools backstage

  • Shark Fans were placed throughout the venue and integrated into the runway show

  • Sponsored the Up-and-Comers Hair Competition, presenting a cheque to the winner, celebrating resilience and talent in the community

• Media & Social:

  • Launched @SharkBeautyCA Instagram

  • Mobile retargeting for visitors in the square

  • Influencer seeding and invites

  • Real-time social and media coverage

Results

• Site Traffic: +12% lift to Shark Beauty during campaign

• Sentiment: Strong community feedback, particularly around Shark’s effectiveness on textured hair

Why It Matters

This was a major milestone for Shark Beauty: our first-ever sponsorship at AFWT and a culturally significant moment as we expanded our presence in Canada’s beauty space. It also marked a powerful step in connecting with the textured hair community—an audience often underserved by mainstream beauty brands. By showing up authentically, partnering with trusted voices, and celebrating diverse beauty, we carved out a space for Shark Beauty that goes far beyond product—it’s about purpose, representation, and trust.

My Contribution

As Creative Manager/Director, I led the creative strategy and tone for our entire AFWT partnership. I helped shape the messaging for our billboard takeover at Sankofa Square, the fashion show integration, and our digital and social presence. I also directed the photoshoot with our talent—working closely with the team to ensure we captured content that celebrated her presence, spotlighted the designers’ work, and showcased our products in a way that felt both aspirational and authentic. Every creative touchpoint was crafted to reflect Shark Beauty’s commitment to representation, innovation, and cultural relevance.