Curls With Character

When you think about brand personality, it is more than the colors and product packaging⁠— its about how a brand can show up and out for the their audience in the market.  PATTERN Beauty is a curly hair care brand that prioritizes authenticity and community to create loyalty with their targeted consumers. This marketing strategy and approach mirrors the four steps of brand building:  Brand Salience, Performance & Imagery, Judgement & Feelings, and Brand Resonance.

Rooted in Recognition

PATTERN Beauty has a clear and concise purpose. The brand's products are known to be tailored to those who have curly, coily, and tight textured hair. In the hair care market, these types of products are overlooked and not as saturated compared to the categories that other hair care brands fall into. By focusing on hydration and hair health, they market themselves to be the go to brand for natural hair. Brand Salience is something they have strategized to a ‘T’ as they have a loyal community of consumers since their launch of the brand. 

Defining the Look & Feel

At first glance, the two things you recognize on the product bottles is the color and pattern. I analyzed the packaging as I use these products myself and have identified the various points. I believe the name of the brand stems from the idea that there are different curl patterns amongst all curls. The design on the products are more so a pattern than it is a logo or image. The color bright yellow color is eye catching⁠— there is no denying that. Most people who have curly hair are from Afro Caribbean descent whose cultures utilize bright and bold colors. The color block connection appears to be one that is more subconscious as cultural habits and ideologies are engraved into our minds at a young age. Nonetheless, the bright color can ignite familiarity with one's cultural background and can lead them to gravitate to the brand⁠— imagery helps shape the emotion behind the purchase.

Controlling the Mane

Consumers purchase these hair care products because of its messaging and overall appeal. It is stated that the brand encourages people to embrace natural hair and texture. Compared to other brands that restrict the health longevity of natural hair and can harm its growth. The authenticity that PATTERN Beauty holds and shares allows them to build credibility and superiority in comparison to their competitors.

Curl Connections Lastly, the success of the brand has been able to thrive on creating deep connections with its targeted audience group. This hair care line has provided more than just hair products but a cultural connection that celebrates the natural hair of those who obtain it. Their campaigns highlight inclusivity, representation, and real stories on how the brand has helped consumers embrace their hair. A long-lasting community has been formed because of a community that has been created that honors their messaging and identity. Once you find a brand that you can resonate with⁠ within its messaging⁠— it creates loyalty with a longer shelf life. PATTERN Beauty has proven that brand personality is more than its appearance— it is about the connection that is created with your audience.