The Persuasion Playbook: Curly Hair Edition

Everyone has two eyes⁠, for the most part. In this day in age, everything and everyone is an advertisement. Off the highway on billboards, flyers at your doctor's office, your favorite influencer trying out new products, and displays at the mall are all forms of advertising. Due to the fact that we live in a digital world, there are so many ads that are subtly in your face for a reason. Our phone is the core of most of our lives. We have shifted the way we live because of the convenience our electronic devices give us. Since we see our phone screens all day, every day, marketers use this to their advantage to showcase their brands, launches, and campaigns. Their end goal is to try to appeal to what they're showing you to be something you “need”. Now, this is how you become their consumer. 

Becoming ‘Picture Perfect’

Advertisements are known to be some form of eye candy. They are meant to show you the good, and only the good, of the product that they are trying to sell you. Depending on the advertisement, you will see a comparison between a competitor or a famous person on your screen, and you will love the product so much that you need to buy it “RIGHT NOW”. 

For the most part, it is all a hoax. Yes, some products can be highlighted in their fullest potential and are something actually worth your money⁠— yes. However, many marketers like to use tactics such as using a well-known actress, singer, or even influencer to convince you to purchase the product they are displaying to you. The messaging behind the promotion is what will be the second thing to grab the attention of your typical consumer. This is important to perfect because it shows the true colors and brand identity in a way to your target audience. If there is no messaging behind the ad, then there is no motive to complete the purchase other than Beyoncé telling you that if you purchase the product, you will be just like her. 

A photo can mean a thousand words⁠— hope that those words and the photo leave an impact on your audience. 

Visual Representation 

In the curly hair community on social media, there is a massive impact on who and what companies are putting out valuable campaigns and launches. When your consumers see creators that they trust recommend a product, such as a curl cream or new hydrating shampoo, they are more likely to believe the product is worth their money. A visual aid of a curly transformation can capture your target consumer's attention in an instant; however, the journey and story behind the photo will do all the work. All in all, persuasion in the hair care market comes with balance. Visual aids support the messaging, and the credibility builds trust and loyalty. With an industry that is centered around authenticity and identity, messaging is what connects it all.