In Brazil, there was never a product designed for the care of Black children’s hair. The “The Princess and The Crown” campaign, by Seda in partnership with Disney, was created to promote representation and self-esteem in Black girls, highlighting their beauty. The initiative is part of the “Juntinhos”, a line designed for kids aged 3 to 12.
One of the campaign’s key highlights was the creation of an exclusive animation featuring Princess Tiana from The Princess and the Frog, where she appears with her hair down for the first time. This was designed to provide new positive references for Black children, encouraging pride in their identity and natural beauty.The campaign also featured the Brazilian actor Lázaro Ramos and his daughter, Maria Antônia, reinforcing the importance of representation from an early age. With this approach, Seda and Disney aimed to boost the self-esteem of Black girls by showing that their hair is beautiful just the way it is.
Gabriela Moura 