Background

Organization: Shea Moisture

Media outlet: The Atlanta Journal-Constitution (AJC)

Contact within outlet: Tiffini Gatlin

Rationale: Shea Moisture is a personal care line founded in 1912. The company specializes in hair and skin products
for people of all ethnicities. Historically, Shea Moisture’s hair care products have been designed specifically for
women. The company recently launched its newest product line, Shea Moisture Men – featuring products dedicated
to the healthy growth and maintenance of beards.

Hi, Tiffini-
I hope this email finds you in good spirits! I am contacting you on behalf of Shea Moisture and the
company’s latest product line – Shea Moisture Men. Shea Moisture launched the line to not only reach a
new audience, but to also inspire and promote healthy grooming techniques for men.

Historically, regular grooming and selfcare practices have been deemed “feminine” traits – but not
anymore. The idea of what makes one “masculine” is rapidly evolving and Shea Moisture is constantly
working to challenge those narratives. Many male celebrities, including comedian and actor Lil Rel
Howery and music icon Pharrell, have spoken out about the importance of men adopting selfcare
regimens.

In 2016, you wrote an article highlighting the best grooming products for men. We’d like to introduce you
to the newest products that have hit the market. Some of the Shea Moisture Men products include:

• Shea Moisture Men Full Beard Detangler

• Shea Moisture Men Beard Conditioning Oil
• Shea Moisture Men Beard Balm
Since no-shave November is upon us, covering the Shea Moisture Men product line is both relevant and
timely. Your readers will certainly want to learn more about our products.
Please let me know if this story is a good fit for AJC. If you have any questions, please do not hesitate to
reach out. I’ve also attached an infographic for your convenience. Here is a link to our website for more
information: https://www.sheamoisture.com/men

Regards,
Kendra Talley