SheaMoisture launched Silk Press In a Bottle – a prep cream with plant-derived straightening actives designed to deliver salon-quality silk presses at home – through a creator-led 360 integrated influencer campaign built around a fictional “(Silk) Press Conference.” Four top influencers, including Masai Russell, Clarke Peoples, Kirah Ominique, and Serena Page, and style icon Law Roach, were featured in the film that garnered 1M views, 92K engagements, and 99% positive sentiment in just 6 hours on Instagram. The launch drove a 55% rise in sales at a major retailer and a 70% week-over-week climb on Amazon, 200% above projections. The campaign extended well beyond launch. Nine creators, known as SheaBaes, traveled to Miami for Sheacation, a three-day stress test of Silk Press In a Bottle against heat, humidity, and non-stop day-to-night energy. Paired with organic seeding and always-on creator content, the campaign proved that no matter the season, Silk Press In A Bottle delivers.