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Beyond the Box: Adama of Ouidad

If you love your curls, you’ve absolutely lavished them with Ouidad, an intensely moisturizing line for every texture. Natural hair hero, Adama Sesay. navigates the digital world for the popular line as its assistant manager of digital. Check out her thoughts on the booming world of curls.

What is your actual position at Ouidad? 

Adama: I’m the Assistant Manager of Digital. I coordinate our online marketing and digital initiatives for  I love this channel of marketing! I can be creative and experiment with new strategy and ideas. It is always evolving and changing so there is never a dull moment.

How has the curly hair industry surprised you?

Adama: Until I started working at Ouidad, I had no idea how to take care of my hair properly and which products I should be using. I am surprised by all of the wonderful information that is now out there for us to learn how to take care of our natural texture!

Are doing what you thought you’d be doing five years ago?

Adama: Five years ago, I wasn’t entirely sure but I knew I wanted to be in either the beauty or fashion industry. When blogging became popular, I started my own blog and became addicted to watching Youtube product reviews and how-to’s. Right after college, my first job was assisting with the online marketing for an apparel website. I fell in love with the online space and knew that this was the career path I wanted to take.

What’s the hardest part of your job?

Adama: Staying on top of all of the new changes and trends in the digital space. I devote a good part of my day to catching up on the tech and digital blogs. There are always new products or technologies launching, so it’s a must to stay updated and knowledgeable!

What’s the most important factor when creating digital campaigns for a beauty brand?

Adama: Understanding your customer is KEY. This involves interacting one on one with your Facebook fans, watching their Youtube videos or seeing what they post on Instagram. I believe that social media has democratized the retail industry and allows customers to speak directly to brands. We absolutely pay attention and you have a direct effect on our marketing plans!

Do you think the overwhelming amount of curly girl products on the market have helped women or further confused them? 

Adama: Ouidad and her husband Peter Wise founded the first curly hair salon in 1984 right here in New York. She started the curly hair category because having struggled in the past with her own curly hair, she saw a need to teach women to embrace and take care of their natural curls. Fast forward to today, we have a lot of choices and techniques on the market. I think that it’s wonderful that we now have so many unique options. Different products work for different types of curls! The best way is to read reviews from women with your hair texture, ask brands questions and sample. A service like CurlBox is a GREAT way to try out new products and find what is right for you. We think it’s fabulous.

What inspires you most? 

Adama: New York City! I love the energy, fashion and perseverance of all of the women living here. As they say if you can make it here, you can make it anywhere. I get inspired by style that I see on the street and incorporate them into my own wardrobe. What inspires my work at Ouidad is all of the fabulous curly bloggers and customers! Thanks to Myleik and the CurlBox crew, I have met so many wonderful ladies. They are so confident about not only their natural curls, but the way that they carry themselves. It has made me more comfortable with my own hair and gives me so many great marketing ideas.

How do you feel the web has changed our perceptions of curly hair?

Adama: The web has given those with curly hair a place to connect, learn and bond with each other. Embracing ones natural texture is far less intimidating because we can literally go online and learn from someone who has already gone through the transition. You don’t feel as alone and I think this is why a lot of women are choosing to go natural in recent years.

What’s Ouidad’s mantra? 

Adama: Ouidad herself believes that curly hair is a gift to be embraced and celebrated. As a brand we are dedicated to inspiring confidence in our customers by empowering them with the knowledge, tools, products and services to help them look and feel their most beautiful!

What are your three favorite Ouidad products?

Adama: I CAN NOT live without our Curl Recovery Whipped Curls, Curl Recovery Cleansing Oil and Mongongo Oil! They are uber moisturizing and help keep my color treated hair healthy. I never really need anything else besides these for a good hair day.

Like Ouidad:

Follow Ouidad on Twitter: @Ouidad

Follow Adama on Twitter: @AdamaBSesay




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