Building a Movement Through Authenticity and Education

When it comes to an effective and cohesive social marketing plan, PATTERN Beauty stands out in the saturated world of curly hair care. The brand launched in 2019 and has been able to foster a community that unifies hair care education, authenticity, and self-empowerment for textured hair. What makes them shine is the motive to not only sell their products, but to build loyalty with their consumers and share their stories. PATTERN’s social media strategy across Instagram, TikTok, and YouTube focuses on educational ways to engage with their audience. The content they often produce contains tutorials, how-tos, and advice for caring for textured hair. Instead of solely relying on trends, their social team implements the purpose of their brand, which is to  “exceed the beauty needs of our community”. They can retain their audience's attention by innovative visuals, sharing key factors of a routine, and making a genuine connection through their content. PATTERN’s branding is impeccable and is applied throughout each product/line while maintaining its branding, purpose, and awareness. Their most recent in-feed post on Instagram highlights a new product/ collaboration that is coming soon. Their initial launch post was three days ago and has shared new information or a new visual aid to gain media traffic on their social media as their audience waits for it to be revealed. Now, their consumers will continue pondering on the thoughts of what it may be and visiting their socials⁠, which is what a brand could only dream of having their consumers do. One of the key factors in the company's success is maintaining its authentic representation. The brand features diverse perspectives and story lines that help their target audience resonate with their brand. This strategy creates trust and allows the brand to reflect its mission and purpose through its content. The result of this is a digital community that feels seen, heard, and celebrated.

The amount of growth the brand has been able to capture has been substantial. PATTERN Beauty has been able to grow from a single product line to a wide range of hair care and styling products being sold in major retail stores such as Ulta and Sephora. As for next steps, implementing more collaborations with influencers and creating activations will help increase exposure that will get people talking.  However, thier social marketing approach has allowed them to generate revenue and measurable engagement, not only in stores but also online.