Hair care product for the clueless
Another one of those classic articles from overpaid PR people
When you look at as many hair product press releases as I do each week, it takes something special to get me to pay attention.“appeal to a specific customer segment: affluent, sophisticated women who color their hair and need to protect hair from sun damage, pollution and styling” Most are pretty well done, but every once in a while one crosses my desk that catches my attention because it is so bad. This article is just one such example. It appeared in the South Florida Sun-Sentinel, but almost always when you see an article like this it is the result of the PR agency of the company.
I kept thinking while reading it that it was very condescending and arrogant. The product even sounds that way, they are positioning this product for dumb blondes with more money than brains or who are too lazy to give their hair the most basic care. How about you does this article want to make you run right out and buy this stuff?
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Hair-care line fills lucrative niche It’s flattering and nice to see that there are other brands out there that agree with me After spending more than 20 years in the salon and spa industry, Wendy Clark of Fort Lauderdale knows that a healthy beauty regimen needs to be consistent. But experience also taught her that there’s no such thing as a product for the masses. That realization eventually sparked an idea for Clark, who quit her job as an Avon spa executive in New York and moved to South Florida to create her own luxury hair-care line in 2003. With help from a team of scientists, Clark developed i-bella, a hair-care line that claims to be age-defying and to offer benefits such as color and sun protection. Over the past three years, she has singlehandedly grown her product line into a comprehensive spa brand with 2005 sales of $1.5 million. ‘Your hair needs protection as much as your skin does,’ Clark said, noting she always questioned why beauty companies produced and mass-marketed skin-care and cosmetic products with anti-aging benefits and sun protection but did not create an equivalent for hair care. ‘There really was this luxury hair-care niche that was untapped.’ Finding a niche is critical to developing a new product, Clark says. She tailored i-bella to appeal to a specific customer segment: affluent, sophisticated women who color their hair and need to protect their hair from sun damage, pollution and styling. ‘I wanted to keep the line small and boutique,’ Clark said. Most salon-level products have become so widely distributed that they’ve lost their appeal with high-end clients who seek an exclusive brand, she added. |
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