Curls, Consumers, and Data: Why Research is the Backbone of Haircare Marketing

When crossing the street, you are taught to look left and right and then cross once it's clear. When creating a marketing plan for your brand or company, you must look left, right, above, below, and all around. Diving into your targeted market requires one main component: research.

To promote, create, and sell a product or brand, you need to know the following: who your competitors are, what the purpose of this product/brand is, and what our consumers are looking for in the market right now. In order to be able to produce a successful marketing plan, an infinite amount of research needs to be made in your targeted market. An example of this was when Bounce Curl released their first custom Define and Volume Hair Brushes in August 2023. The brush helps separate clumps and create ringlets while brushing. Something the curly hair consumers were eager to try. 

Specifically, no brush has been marketed this way in the curly hair care market. The Denman Brush, first launched in the 1930s, was raved about because it provided perfect curl ringlets when styling naturally curly hair. This brush retails for about $20-$25. Not until recent years has the curly hair market and community grown immensely, focusing on inclusivity. Therefore, the demand brushes were utilized faigley, but once Bounce Curl released their new brush, it was all everyone was talking about. 

The main difference between the Bounce Curl brush and the others on the market is that they have ridges on the side of the paddle. They launched two brushes that target your personal needs (this is where they start to build the connection between consumer and buyer⁠—good work!)  The first brush is named “Define EdgeLift Brush” and the second is “Volume EdgeLift Brush”. Off the bat, in the name of the new product they are launching, the brand is telling you what they are going to provide you with when purchasing the product. Even though this product is the same price as the Denman Brush, they marketed in such a way that consumers overlook the price and buy it with their eyes. Not to mention, the Bounce Curl brand has various other products and has been on the market since 2015. The Bounce Curl team did not reinvent the wheel, they dove into what their target audience was searching for through their market research. They have been able to achieve great success due to analyzing and researching their target market. In the end⁠, it’s just a brush. The brands' marketers found a product that has been replicated various times to be something that everyone now needed. How did they do this? Two words: market research.