Marketing in the News Blog

 A recent marketing article that interested me on https://marketingdive.com/  was Beyoncé 's Cécred Hair Care line https://cecred.com/  because it's Beyoncé ! Then the word Cécred got me curious because I didn't know that word! Was she making up a new word? Yes indeed. She took the word Sacred and changed the first two letters (Sa) to the last two letters of her name (Cé ) because she's Beyoncé  and can do anything she wants, right? 

The product is a new hair care line with instructional videos on how to take care of different kinds of hair with experts in the field. Consumers can engage, seek education and share personal stories. It is a Content Community selling "A deeper understanding of hair".

The Value Proposition is they are telling real stories and pointing out that we may all look different but our emotional relationship with our hair is surprisingly similar. The marketing approach is unique because it is taking into account how women feel very emotional about their hair heartbreaks, challenges and successes which resonates with all women. My own mother said to me, a long time ago: "Don't ever cut your hair...it is your crowning glory"

One of their new marketing approaches is they have you take a quiz to see which selection of products will work best for you and at the same time they are capturing your name and email to add to their sales funnel to keep emailing you ads and probably coupons. They are banking on  you eventually making a purchase. I've seen this done with many other beauty lines and my email and even text messages are overflowing with offers just because I was enticed to take the free quiz. 

If I were the brand manager I would have used the correct spelling of Sacred and called it Sacred by Beyoncé . I also would have chosen a different packaging. The bottles all lined up remind me of a Sci Fi Desert City Scape from Star Wars or the like. Even the finish on the bottles looks like stone, stucco or sand and that makes me thing of dry, parched, sun bleached, thirsty, brittle. Not words you want people to associate with hair. Hair needs words like moisture, conditioning, soft, silky, healthy. You know what I haven't seen in the hair care isle is clear packaging. That would be a refreshing surprise!