I'm With The Brand | Why Shhhowercap Doesn't Want You to Wash Your Hair
Channel: ADWEEK
Date: 13/07/2021

Shhhowercap founder and CEO Jacquelyn DeJesu Center isn't trying to compete with the free plastic shower caps you get in hotels—she's created a new category altogether. The vast majority (90%) of women don't wash their hair every day, and that's the audience she's targeting with her waterproof turbans. But don't assume the brand is just about shower caps. "We don't care about shower caps," she told Ian Wishingrad on the latest episode of Adweek's I'm With the Brand. "We care about the behavior of not washing your hair every day."

Watch the episode below to hear about what she's planning for the future of the brand, what it was like to be featured in Issa Rae's HBO show Insecure and why there are 3 H's in the brand's name.

#ImWithTheBrand #Shhhowercap #haircare
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