Jamelia Donaldson on LinkedIn: South Africa has always had a special place in my heart as it was the home… (2024)

In a room full of entrepreneurs and professionals, we should’ve known better than to introduce some light competitive sports at UK Black Business Show. The competition in RIFE and long jump was taken VERY seriously!From the lockers filled with Ecostyler gels and Jamaican Mango and Lime Castor Oils, E.T. Browne Drug Co. (Palmer's) branded weights to the ‘hydration station’ featuring GARNIER CLUB 'Hair Drinks' - the prizes were well worth winning!🏆 The current undefeated record holder is Dr Tru Powell let's see how long Tru can hold the title, once the TreasureTress Tour begins!👀 On a serious note, the data we've seen so far has been fascinating. While it's still early, it confirms the importance of treating consumers in different regions uniquely, considering habits, lifestyle, and cultural nuances.Interestingly, while a previous study quoted that 38% of African American women avoid washing their hair after exercise due to hair-related issues, 41.2% of those surveyed (here in the UK) so far workout twice a week and wash their hair at least once a week.I’m keen to continue sharing our progress. 💌 If you’re a Black or mixed-race woman in the UK, please complete this survey and share it with your friends: https://lnkd.in/egxP8-PVHelp us gain an accurate view of the relationship between hair/beauty and health for the Black British and mixed-race community.#UKBBShow #EntrepreneurLife #Competition #RIFE #LongJump #Fitness #HairCare #BlackBritishCommunity #MixedRaceCommunity #ConsumerResearch #HealthyHair #FitnessJourney #Survey #DataInsights #CulturalNuances #BlackHealth #UKEntrepreneurs

129

11 Comments

The 'Summer of Sport' is here, and we're thrilled to announce the theme for our 2024 TreasureTress Pop Up Experience - 'The TreasureTress Hair Gym!' Recently introduced at the UK Black Business Show, we're diving into the world of 'strength' and 'conditioning' for both hair and body, focusing on amplifying curly hair in the fitness conversation. For those with naturally curly hair, balancing workout routines with wash days can be a mental workout in itself. 38% of African American women surveyed avoid exercise due to hair-related issues. I'm curious to see how this statistic evolves when considering the Black British and Mixed Race consumer. As we gear up, I'm open to connections and collaborations in fitness who share an interest in the intersection of fitness and diverse beauty... all intro's welcome :) #diversebeauty #naturalhair #summerofsport #brandpartnerships #treasuretress #fitness #wellbeing #olympics

165

38 Comments

Such important work.The normalisation of endless cycles of pain, with little to no medical guidance is not okay.Thank you for shining a light on this and doing the work here - we all need it!

10

I recently sat on an Advertising Week panel discussing the challenges women face in industry and the workplace, and how we can overcome them. I emphasized the importance of having women in your network who have broken barriers and are willing to hold the door open for others.This was the exact vibe on set for the #RepresentMe Campaign. The sense of belonging, calmness, and willingness to share resources and knowledge was incredible - I quickly realized it was the first time I was working with an all-female team (outside of TreasureTress) for a campaign.Representation, both in front of and behind the camera - more of this!A huge thank you to the amazing team and masterminds behind this work of art and truly impactful campaign:Selma Nicholls Chloe Davies Nishma Patel Robb 🪩⚡️Lori Meakin Caitlin Ryan Leigh Thomas, Becky Owen, Kitty Hollamby, Faith Lorainey, Natalie Narh, Kieshia Evans , Sarah R., Natasha Trewin Marshall (née Jones) Beth Freeman, Jessica lovell,Rebecca Fuller , Milka Privodanova , Zoe Clapp , Alison Lomax , Kate Bird , Ronan Harris, Sunday Treat Thomas Walters .AD#RepresentMe #BreakingBarriers #InclusivityInAction #DiversityInMedia #AllFemaleTeam

80

4 Comments

The Business of Beauty has always intrigued me 👀 At face value, it appears the key decision-makers are women, but in reality, like many other industries, it is HEAVILY male-dominated.[More than 65% of executive committee seats in the beauty industry are held by men.]This remains unchanged for 'diverse' beauty, where the race and gender gap between consumers and decision-makers grows.Here the common base just doesn't exist - the result? Tone deaf and culture blind campaigns.So how can those in the boardroom confidently make key decisions?By simply listening to the community who try, test, purchase, and repurchase your products or services. Recently, I had the honor of contributing to "Inspiring Influence," a two-part series with in partnership with Billion Dollar Boy, Pinterest, Snap Inc., and YouTube. This series highlights women making remarkable strides in their fields - where we doubled down on TRULY diverse advertising and marketing campaigns .My key points/advise for brands were:🤐Listen First, Speak Later: Brands must prioritize listening to their consumers, especially diverse ones, who often feel overlooked. Engage in genuine social listening to understand their needs and preferences.👯♀️Community Immersion: Brands should immerse themselves in the communities they serve. If they can’t build their own, they should work with (PAID!!!) existing communities to foster trust and authenticity.📊 Data-Driven Insights: Utilize data and insights from the community to inform product development, marketing strategies, and campaigns that resonate on a deeper level.Starting TreasureTress, I thought I was just building a haircare service to address my own desire to have my beauty needs catered to meaningfully and excitingly. Doing an intense amount of listening meant that we quickly became an advertising powerhouse addressing the diversity gap in the UK beauty scene - through data, insights, and sampling.Filming this, I had to keep reminding myself that at some point, I’d have to contribute to the conversation. Seeing the world from the perspective of Chloe Davies, Trina Nicole, Ellen Jones, and Lucy Edwards even just for a short moment while we were recording, made me realize how much of a collective and conscious effort true change is.Watch the full video on WACL’s channels #RepresentMe - it won’t disappoint!#AD#BeautyIndustry #DiverseBeauty #ConsumerInsights #BrandListening #CommunityEngagement #BeautyLeadership #InclusiveMarketing #DataDriven #BeautyTrends #CosmeticIndustry #WomenInBeauty #MarketingStrategies #CustomerVoice #Advertising #FutureIsFemale #BlackBeauty #SocialListening #RepresentationMatters #DiversityInBeauty #BeautyBrands

165

16 Comments