Hype Hair is the longest-running hair and beauty publication for Black women. For over 30 years, the magazine has celebrated the beauty, culture, and creativity of Black hair while highlighting the latest styles, products, and industry leaders. It continues to be a trusted voice and cultural touchpoint in the beauty space.

Behind The Idea

As a startup entering the men’s grooming industry, Beard Daddy faced the challenge of building a brand from scratch in a highly competitive market. While the product concept—premium, all-natural beard oils—was strong, the company had no established identity, packaging, or digital presence. Without professional branding and an e-commerce platform, Beard Daddy risked struggling to attract early customers and compete with established grooming brands.T

The Cover Shoot and Design

The Problem

Hype Hair, the longest-running hair and beauty magazine for Black women, wanted to remain relevant in a fast-changing digital landscape while honoring its 30+ year legacy. Despite its rich history, the magazine needed a fresh, innovative campaign that would resonate with a younger audience, highlight rising beauty creatives, and extend its influence beyond print into digital and social platforms.

The Solution

The 95 Agency partnered with Hype Hair to conceptualize and produce the Freshman Class campaign, inspired by XXL’s iconic hip-hop Freshman Class. We provided full creative direction and end-to-end production, including:

• Editorial photoshoots that blended Hype Hair’s legacy with modern style.
• Professional photography and video interviews to authentically showcase each featured creative.
• Creative direction and production management to ensure campaign consistency across platforms.
• Social media rollout strategy with branded graphics, interview clips, and optimized content for Instagram, TikTok, YouTube, and digital outlets.
• Graphic design and digital assets to bring the campaign to life visually across print and online.

By combining editorial excellence with digital storytelling, we built a campaign that celebrated fresh voices while expanding Hype Hair’s cultural reach.

The Results

The Freshman Class campaign launched successfully, positioning Hype Hair as both a legacy publication and a forward-thinking brand in the beauty space. The magazine released a visually striking cover and accompanying feature that gained traction within the community, while the photoshoots and interviews provided versatile assets for both print and digital. The social media rollout extended the campaign’s reach, creating buzz and boosting engagement across platforms. With a refreshed identity and strong multi-channel presence, Hype Hair reinforced its role as a cultural leader while connecting authentically with the next generation of beauty creatives.

Freshman Class Individual Photoshoot

For the Freshman Class feature, The 95 Agency directed professional photoshoots that captured each selected creative in a style that matched both the legacy of Hype Hair and the innovative spirit of the campaign. The photoshoots provided the core assets for the magazine issue as well as cross-platform use on social and digital channels.

Full Length Commercial

Anchoring the campaign was a full-length commercial that captured the energy, creativity, and spirit of the Freshman Class. Designed for both digital and broadcast use, the commercial showcased Hype Hair’s ability to merge legacy with innovation. To amplify visibility, the spot also aired on Hulu as an advertisement, introducing the campaign to a wider national audience and positioning Hype Hair as both a cultural authority and a forward-thinking media brand.

Freshman Class Interviews

We produced and directed exclusive interviews with each Freshman Class creative, giving audiences a behind-the-scenes look at their stories, inspiration, and journey. These short-form videos brought authenticity and personality to the campaign, creating a deeper connection with Hype Hair’s audience while extending the storytelling beyond the magazine pages.

Social Media Content

To carry the Freshman Class momentum into the digital space, we created a full suite of social media assets, including branded graphics, short-form video clips, and promotional visuals optimized for Instagram, TikTok, YouTube, and Facebook. This strategy not only boosted engagement but also expanded the campaign’s cultural relevance, ensuring Hype Hair stayed top-of-mind across multiple platforms.