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Evashair x Émilie Cuizine
Crowned by Her Own Hair
Émilie Cuizine introduced Evashair's new hydrating spray to her 1.3M-follower community with a confident natural-hair reel.
Evashair
Instagram
Production Note
Everything you need to know, at a glance.
Objective
Launch Evashair's new hydrating spray to a large, engaged audience of women with natural and textured hair
Audience
Émilie Cuizine's international community (1.3M on Instagram), with a strong Afro-Caribbean and Quebec base
01 - The Brief
A new spray, introduced by a trusted natural-hair voice.
Émilie Cuizine introduced Evashair's new hydrating spray to her 1.3M-follower community with a confident natural-hair reel.
02 - On the Ground
Crowned by Her Own Hair
03 - The Output
A single personal reel, with usage rights granted to the brand.
A natural-hair product in front of a community that sees itself in Émilie.
Product launch
Evashair's new hydrating spray for natural and textured hair.
Authentic voice
Framed as Émilie's own hair-care moment, not a script.
Right audience
A natural-hair product in front of a community that sees itself in Émilie.
04 - The Approach
Personal confidence over product claims
Émilie let her own confidence carry the message; the product became part of her story rather than the other way around.
01
Product launch
Evashair's new hydrating spray for natural and textured hair.
02
Authentic voice
Framed as Émilie's own hair-care moment, not a script.
03
Right audience
A natural-hair product in front of a community that sees itself in Émilie.
05 - The Reception
Strong engagement from a massive community
253K
Views on the reel (Instagram, as of September 29, 2026)
Campaign Gallery
The work, unfiltered.
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Frequently Asked Questions
What was the goal of this campaign?
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How did One Way approach this project?
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Émilie let her own confidence carry the message; the product became part of her story rather than the other way around.
What reach did this campaign achieve?
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Case study by One Way — Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
One Way talent Émilie Cuizine (Émilie Lafortune) partnered with Evashair to launch its new hydrating spray for natural hair through an Instagram reel to her 1.3M followers.
One Way talent Émilie Cuizine (Émilie Lafortune) partnered with Evashair to launch its new hydrating spray for natural hair through an Instagram reel to her 1.3M followers.
Émilie let her own confidence carry the message; the product became part of her story rather than the other way around.
