Brand positioning and consumer decision journey.
THE ASK
Build a path to purchase for natural hair product buyers and recommend executions Carol's Daughter can leverage to push potential buyers down the purchase funnel.
Discovery
The Market
​
Carol's Daughter sits in a flooded natural haircare market where all products are making the same claim: all-natural, all the time.
How does a consumer differentiate amongst similar products?
​​
​
The Consumer
​
When we talk about the natural haircare movement, we're talking to Black consumers. So what do we know?
According to Mintel
​
-
51% of Black consumers use styling products compared to 34% of US consumers overall
-
27% of Black consumers agree that they like to experiment with different hair and fashion styles
-
50% percent agree their hair is an important part of their identity
​
According to Business News Daily, Millennials interact with brands differently than prior generations. Rather than relying on push marketing and brand endorsement, this segment values the opinions of their peers and community. Millennials wants to feel informed and involved, not just like someone who’s at the receiving end of a brand’s latest marketing gimmick.
​
​
The Opportunity
​
Carol’s Daughter should connect with consumers through the values that drive them, such as happiness, passion, diversity, sharing and discovery.
Insight
Natural haircare lines have gotten hung up on the fact that their products are made with all-natural ingredients, are organic and therefore are somehow better for you.
But honestly, some girls don't care about that.
These women really just want their hair to look great, first and foremost. And if it means that your all-natural product does the trick, that's even better.
Gameplan
Redefine the role of the brand in the life of the consumer.
Positioning: "Hair Affair: Hair as an accessory."
After analyzing the touchpoints that had contributed to the company’s success, and examining how these shoppers will continue to make purchase decisions in the future, the Socially-Influenced Stylista is the segment that would be the highest potential target shopper for Carol’s Daughter.​
The Target Consumer: Socially Influenced Stylista
​
Age 22-34
~ $40,000 – $65,000
Not too concerned with whether a product is all-natural/organic
More concerned with efficacy; if the product works, they will continue to purchase
Shares opinions frequently – positive and negative – on social media
Leverages her online and offline networks to hear about what’s “in”
Constantly connected through technology
Her Primary Concern
What can I do with my hair?
1. Consideration
2. Education + Research
3. Purchase
4. Evaluation
5. Endorsement
6. Repurchase
RECOMMENDATIONS
Path to Purchase Stage: Education + Research
Goal: To create awareness of Carol’s Daughter so that she begins to understand what we do, and how we can help her.
​
IDEA: Carol's Daughter In-Store Application
Objective: To provide information at the point of purchase through a mobile app that scan’s the bar code of the CD product.
​
The CD app will provide:
-
Hair type information
-
Influencer reviews
-
User-generated styling photos
Path to Purchase Stage: Evaluation
​
Goal: To create a positive post-purchase experience that inspires interaction on an ongoing basis.
​
IDEA: The weatHER HAIRcast App
​
Objective: To provide information post-purchase to keep the engagement going between CD and the consumer, and to continue to add value to their life.
​
The HAIRcast app will provide:
-
Location-based weather outlook
-
Styling tips for the day
-
Carol's Daughter product recommendations that work best in order to achieve the selected style
weatHER HAIRcast
