How NYM Hair Care Uses the 4Ps to Win Over Gen Z

Not Your Mother’s (NYM) is a hair care brand that is known to be one of the most economical options on the market, with its support of amazing results. They have remained consistent with their brand positioning and identity throughout their years of being on the market. Fortunately for the company, their products, prices, and placement have made a strong stance for who they are. Let’s Mix It Up!

A marketing mix is a type of framework method that is used to plan and execute marketing strategies. The method is used by aligning the brand's 4 Ps: product, price, place, and promotion. While analyzing the marketing strategies that NYM has used recently, it is safe to say that they are utilizing their 4 Ps correctly. Let's break it down!

Product

The brand has a wide range of hair care products that are cruelty-free and often sulfate/paraben-free: shampoos, conditioners, stylers, and treatments. Within their main inventory, they have collections and sublines (Curl Talk, Beach Babe, Clean Freak)that target different hair types and patterns in the curly hair community. Lastly, their packaging is bright and colorful, which is appealing primarily to the Gen Z and Millennial consumers.

Price

It is a non-negotiable that NYM is one of the most affordable hair care brands. Almost all of their products retail between $7–$12, making them far more accessible compared to luxury hair care brands. Nonetheless, they offer bundles with larger sizes that save their consumers money in the long run. Placement

Consumers are able to purchase NYM in-store at local retailers, Ulta Beauty and Target, and online sites like Amazon and the NYM website. This ensures accessibility for all ages in their target demographic.

Promotion & Personalization

There has been a shift in the external marketing environment, and brand identity is more important than ever before. In this day in age, social media is where everything flourishes. Brands MUST maintain relevancy to drive sales⁠— here is where social platforms and personality come into play. NYM utilizes influencer marketing, especially curly and textured hair creators, to promote their products. For example, I had the pleasure of collaborating with the NYM social team and received PR for one of their new product launches! It was requested of me to organically post a TikTok of me sharing my insights on their product. Overall, their brand messaging emphasizes self-expression, inclusivity, and confidence throughout their site, collaborations, and retail displays. Personalization can be implemented as an additional P of the 4 Ps because of how important it is for a brand to have new approaches that create long-term loyalty. 

Not Your Mother’s has built a marketing mix that genuinely reflects its brand positioning while still proving their products are amazing. As social trends continue to evolve, growing into a deeper story around inclusivity and brand values can help their mix become stronger. For now, NYM remains to show how aligning with the 4 Ps of the marketing mix can help a brand stand out in an overly saturated market.