Outsmarting Hair Care Trends: Reinventing a New Category in Hair Care?

Reading Time: 3 minutes

How do you take a color technician and curly hair specialist and disrupt the hair care industry?

By finding a whole category everyone was busy ignoring.

Everyone was so busy promising the same old regurgitations that nobody bothered to look at an entire opportunity hiding in plain sight.

How I Reinvented a New Category in Hair Care

What was hiding? I’ll tell you:

• Curly hair was a market. A crowded niche.
• “Online training” was used but as a shallow “gateway drug” to sell hair products. Little to no actual value.
• Nobody was using decades of knowledge (four to be exact) to help liberate people with curly hair with proven information, useful insight, and the proper tools (and none of the garbage ones being sold in the industry).

This approach was uncharted territory. And the slogan brought it all together. (Want more examples of slogans? Here are 15 examples.)

By empowering those with curly hair and providing true knowledge, this became more of a movement with someone coming to the aid of those struggling with the existing options being sold.

Here is what we did.

Curly Hair. Yes. Blue Ocean? Yesser.

We named it “smart hair” since were sharing education freely and authentically.

And we branded it “smart hair society” to empower those dealing with the challenges that come with curly hair.

And we applied the brand and a certain spunk to every product line. The latest example is shown below for “The UnGel” with the “Get out of Gel card” headline.

Bringing Your Brand Full Circle

To complete the entire brand vision, we incorporated the new brand aesthetic into updating the salon itself. (Here are further examples of amazing brands like Joanna Vargas, American Dance Institute, and No Worries Lodge.)

How Does a Brand Do This? This Is How.

Remember: You always have something special. The independence and the autonomy to tell a story that is 100% yours.

If you have a small business that you own, take control of your brand.

When you control your brand, you control the narrative. I explain that here:

Start making that move today. 

And if you need help, then make this move and reach out.