Excerpts

On leveraging consumer insights: “We are using consumer insights at every stage. We have a continuous feedback loop, especially with a stylist community. That’s not stopped. They know your hair better than anyone else. And they understand how hair works. So we engage them right at an alpha product development in defining base opportunities in understanding use occasions.”

On why TikTok works for them: “TikTok was in its infancy during the pandemic, and this is where we realized that we could find the most optimal way of reaching stylists, influencers, and beauty experts …. And in TikTok, we saw the beauty platform the future with its ability to both educate and entertain. It’s a platform that sparks joy and participant content, and this is where you find sharing content. So that’s why we decided to invest early on into TikTok. And there was a latent desire for hair content and that’s what You can really kind of jumped on to fuel it.”

And Facebook (still) too: “We are strong believers in [Facebook] for stylist pro education and supporting it. Even after all these years we don’t see a platform which has the ability to share good content when it comes to learning content as Facebook. Instagram is more about sharing before-and-afters. .. . Our biggest strategy is on TikTok and Facebook up there.”

On other platforms and the metaverse: “We’ll be looking at BeReal and others, but it’s still a lot of experiments. [We’re] Also looking at the metaverse, but fundamentally I believe that the more visible strategies that brands kind of deployed around for the metaverse [is] kind of a herd mentality without realizing actually if there’s a brand fit.”

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