The Curl Connection: Personal Factors in Consumer Behavior

As a marketer, you need to know who are you marketing to. The strategies behind your marketing plan need to come from your consumer behavior. Who is your target audience? What do they like? What do they not like? What price bracket are you looking to put these products at? All of these questions need to be answered with the information that you gather from your market research. 

Brushing Through The Knots

The way you market your product is essential to who your target audience is. Age range, race/ethnicity, gender, and lifestyle are the main factors that need to be identified when specifically marketing curly hair products. On social media, you will find users making videos on hair products they like and don't like and perhaps what they are looking for in a brand line. If your target audience is women with curly hair,  then you know that they come from either African, African American, or Afro-Caribbean descent. This will help you formulate your products based on location and environment. As a marketer in the US, you will have to see which areas or cities contain a high population of curly-haired individuals based on this. 

The type of lifestyle your consumers have is important to know when creating products because of the different hair types curly hair comes in. For example, create your products for specific lifestyles, such as gym-friendly formulas or eco-friendly packaging. It is also insanely important to put yourself in the shoes of your demographic and think about what YOU want to see as the consumer.  

Detangling the Details

Inclusivity has made a drastic impact on society today and the younger generation is all over it. On social media, it can be assumed many users are between the age ranges of 18-25. Word of mouth is one of the quickest ways of marketing. Women talk⁠— a lot in fact. They will share with friends and family members about what hair care products they are currently using.  Teenagers and young adults are always looking for new and trendy products to try out. Listen to the feedback that your audience gives you to tweak the plans and strategies you are using. You must understand the different priorities your audience has for their hair per gender, age, and lifestyle. 

So now, how can you market your brand and products? Who will you choose for campaigns? How will you market your brand online? Who is on the PR mailing List? What other products will you be releasing concerning curly hair care?