SheaMoisture hosted its first international brand trip in March to Montego Bay, Jamaica, to launch its new Kalahari Melon Curl Stretch Collection. The beauty brand invited 13 influencers, community leaders, and media members for a three-day experience focused on product exploration, styling sessions, and cultural immersion, per EventMarketer.

According to the brand, representation drove its selection process for influencers rather than follower count alone. It specifically sought influencers with type 4 hair textures, who are often underrepresented on brand trips, to align with the new collection’s target audience.

“We chose influencers who were in our community already, like our ride or dies and true Shea users and partners, and who had a breadth of versatility and representation,” Brianna Wright, Head of PR and Influencer Marketing at SheaMoisture, said in a statement.

Engagement-Focused Experience

The trip’s itinerary balanced product integration with cultural experiences. Day one featured a beach dinner with local performances. The second day centered on the new collection with educational sessions and styling demonstrations by celebrity stylist Lacy Redway. The final day included community engagement at Harbour Street Craft Market and a performance by Skip Marley.

Participants produced “Get Ready with Me” videos, hosted live Q&As, and shared real-time updates from the event, creating a “content hub” effect. Wright noted that the online response to the campaign was “probably the most engaged I’ve ever seen our audience.”

Social media platforms are becoming increasingly central to travel discovery and purchasing decisions. TikTok reports that 71% of its European users actively search for travel content, with 77% making travel-related purchases after discovering destinations on the platform. Adobe’s research reveals that over 40% of TikTok’s one billion monthly users view the app as a search engine, with 20% specifically searching for travel destinations.