Take a second to think about where you were born and what you were made of. Now, these aren’t average thoughts, but Lisa Price, founder of hair and skincare line Carol’s Daughter, wants this type of thinking to be commonplace.
Price, in partnership with girls community and sounding board I Am That Girl, has launched the #BornandMade campaign, a new movement that encourages every girl to be who they were truly born and made to be. It celebrates the brand’s authentic story “Born in Brooklyn. Made With Love,” as it honors the diverse community of strong women who have been a part of the Carol’s Daughter family for over 22 years.
The new platform gives women a powerful place to showcase their individuality while inspiring others to be who they are, when there are so many voices telling them who they’re “supposed” to be.
By allowing women to overlay their version of the phrase ‘Born in and Made with’ on top of an photo they’ve taken, a social media phenomenon developed with over 100,000 posts and counting, and generated support from a range of inspirational influencers, including beauty vlogger Whitney White (Naptural85) and activist Michela Angela Davis.
“It’s important for girls to understand and recognize their power and the right way to use it,” Price says. “It’s imperative to remind them of who they are, and what they are in the world — if I can help with that, then I’m getting up for a good reason every day.”
We spoke exclusively with Lisa Price on how she brought the Born and Made campaign to life:
OogeeWoogee: How did you come up with the idea for Born and Made?
Lisa Price: Our brand is born in Brooklyn and made with love. For me, as an individual person, those two things are two aspects of what defines me, so ‘I am Born in Brooklyn, I feel that I am made with love and I am Carol’s daughter.’
For every person, where we come from, whose child we are and what we feel is special about us — it’s how we go out into the world, even if that thing is a negative thing. If we came from a negative circumstance and because of that negative circumstance [a] particular quality was brought out in us, it affects how we walk into the world.
What we wanted to do was figure out a way to tell our brand story, to tell our history, tell our heritage, in a way that’s inviting other people it. So instead of saying hey this is who we are, it was kind of like hi, I’m Lisa, I’m born in Brooklyn and made with love, who are you? What’s your story? What is it that makes you special?’ Tell us. Share it. It wasn’t about a brand, a product, and what shampoo are you going to buy, but who are you as a person and what makes you unique? Let’s celebrate that.
OW: Talk to me about the partnership with I Am That Girl. Why partner with them?
LP: I thought that I Am That Girl supplied young women with a safe place to talk. There’s been so many different times in my life when I felt like I was alone, ‘There’s no one else going through what I’m going through, I can’t possibly talk about my insecurity or my or my fear with someone, because then I’m going to completely exposed and everybody’s going to know I haven’t figured this thing out.’
So you have this safe space where anything goes, whether you’re online or in person, because I am that girl has online chapter. All of a sudden you have a room full of sisters and you have a place to talk, [and] a place to feel safe.
OW: You were featured in a set of videos with Refinery29. Can you talk to us about how that partnership came about?
LP: Refinery29 has been in the Carol’s Daughter world for a good five years now, so it’s just sort of natural. We’re going to do something with Kinky Curly. These are the people that you almost think of as your extended family. They’re like cousins. We don’t have the same mom and dad, but there’s a synergy.
OW: How do you feel about the response the campaign has gotten so far?
LP: It’s phenomenal. We can’t even put it into words. I was sitting in a meeting and I think I heard someone say, we might get to 3,000 posts, somebody else aid I was thinking, maybe [5,000] then another person said, if we didn’t get to [20,000] it wasn’t even going to be worth the effort — we’re over [100,000 posts], and more people share with us — it’s just beautiful.
OW: Can you share with us one of the stories from the campaign that really resonated with you?
LP: There was one who sent me [her story] in a direct message along with posting it on the site. When she first saw the campaign and read about it, it made her angry, because her story was [that] she came from abusive parents, so she didn’t want to celebrate that in any way, shape or form, but she kept looking.
She went back and said ‘Let me go on the website an look,’ and going on the website and looking she found that people didn’t necessarily do the typical born and made, but did things like ‘born in music, made with fire,’ so in reading that she realized that this was an opportunity for her to rewrite her story, her way.
She wrote her words in a way that empowered her and she encouraged other people, who may have come from a background that wasn’t quite what it should be and maybe walk around feeling ashamed or angry at what people had done to them, and used it as an opportunity to rewrite their story and I just thought that was amazing.
OW: Overall, what do you want to see from this movement?
LP: I think if I step back to before it launched, my goal was to do something different — do something disruptive. Invite people to share. Let them know that we’re still here, that’ we’ve been around long for a long time. We’re still fresh, we’re still relevant and we see you, and we acknowledge you, and we want you to share with us. That’s what I would have said what I wanted the campaign to do, but now that I’ve seen what’s its done, and see other people share, now I feel like, how do we figure out the different ways to take this movement, [to] carry this throughout the year and celebrate the people who share with us.
OW: Any more plans for a movement like this in the future?
LP: I know that before the end of the year you’re probably see something else online in more of a celebratory fashion because there are such beautiful stories and images that are being shared, that we just want more people to see.