Dancehall and pop sensation Shenseea brought beauty to the big screen in her highly anticipated new music video, “Boss Up.” The artist featured her favorite products from the award-winning textured haircare brand, The Mane Choice, several times on set, which included the brand’s Ancient Egyptian Antidote Ultimate Definition Setting Mousse, and its Alpha Multi-Vitamin Scalp Nourishing Growth Oil.
The artist has been representing the brand since the beginning of the year. According to The Mane Choice’s Director of Brand Marketing, Michelle Harris, the relationship between the brand and the singer has always been an organic fit, thanks to Shenseea’s love for the brand and her hair, and also her “ability to be a hair chameleon.”
“She has been using the products on her own hair, carrying them on tour, and seamlessly integrating them into her daily life,” Harris said. “She can go from a variety of styles, such as faux locs, braids, to her natural curls or a 24-inch buss down.”
“This is also a trait of our consumers, and not only does she love experimenting with her hair, but she often takes time to style it herself.” Harris explained that the brand’s mousse, for example, is in the artist’s repertoire at all times since it’s multi-use and protective.
“The 450-degree thermal protection allows her to use it to straighten her hair without worrying about heat damage, or she can use it to smooth any frizz whether on her natural curls or on her extensions, she even likes using it to lay her edges.”
The video opens with a scene of Shenseea in a salon surrounded by women, and The Mane Choice products show up in the first few seconds of the video and make their appearance throughout.
Harris said this initial shot, and the salon carries a deeper meaning since in Black culture, “the salon is seen as a place for community and self-care,” and Boss Up “has a deep, uplifting message of self-care and protecting one’s peace.”
“It encourages its listener to take a moment and put their wellness first, whether that means getting their nails done, or a hair buss down,” she added. “It was a natural integration within the environment given the creative direction and message of self-care behind the song.”
This aligns directly with The Mane Choice’s core ethos, wellness, and community. “The salon setting was the perfect fit given its place in Black culture, and a great opportunity to tie in The Mane Choice’s expertise in product formulation for the textured hair,” Harris explained.
Harris said the partnership between The Mane Choice and Shenseea is ongoing and that the artist has had a massive year, thanks to hits like her feature on the summer smash hit “Shake It to the Max (remix)” and now “Boss Up.”
“The Mane Choice hopes that both fans and consumers see our products within this setting and associate it with premium quality and performance, and see us as a brand they can trust,” Harris said. This, she added, “will lead to future consideration and trial on their part.”
Check out Senseea’s new Boss Up video, and keep up with The Mane Choice’s Instagram for any future partnership updates!
