Despite being reclusive about her life behind the spotlight, Beyonce has one of modern pop culture’s most robust brand identities. In today’s social media era, where even some of the biggest celebrities have joined us “mere mortals” in the culture of oversharing, as a way to stay relevant and visible, the fact that Beyonce doesn’t need to do this to maintain relevance to her fanbase is a rare superpower.
The enigmatic aura she carries is, arguably, a key component of her personal brand’s allure. Given our limited insight into her true persona, we’ve found a way to resonate with her through the expressions in her art. In our minds, her songs about women’s empowerment, Black strength, self-confidence, healing, and love have come to epitomise who she is.
As a card-carrying member of the Beyhive, I love this about her. Take, for example, how she navigated “Solange-gate,” the hinted “Tiwa Savage Beef” during the End Sars protests, and her aspiration to clinch “Album of the Year” at the Grammys . In each instance, figures like Solange, Tina Knowles, and Jay Z effectively became her voice. We understood her stance on each matter without her speaking a word. It seems this approach is crafted to preserve her widespread appeal and avoid any controversy, and honestly, I completely understand why.
However, as a PR and marketing professional, I believe pivotal periods require a deeper and more direct connection with her target audience.
One of those periods is now. To ensure the continued success and longevity of Beyonce’s newly launched haircare line, “Cécred,” Beyonce’s PR and Marketing strategy will require a bit more public vulnerability and authenticity than she is typically used to – especially given the oversaturated celebrity hair care/beauty space.
Mystery and mass appeal – Beyonce’s superpowers may not work so well on her hairpreneur journey.
First off, I’m obsessed with the narrative approach of the campaign. Beyoncé delving into the origins of her hair care affection, rooted in her days at her mom’s salon during her younger years, is absolutely fantastic. It adds layers of passion and legitimacy, especially considering Tina Knowles’ background as a hairstylist who crafted her own homemade hair concoctions.
However, relatable authenticity that will further boost credibility is missing from this strategy. Beyond the iconic blonde hair extensions that we, the Beyhive, have grown to adore, the actual appearance of Beyoncé’s natural hair remains a mystery. It would have been quite the reveal to witness Beyoncé applying these products to her genuine locks as part of the campaign. This authentic touch has been a winning formula for many of her peers in the celebrity world who have launched successful hair care lines.
For example, amidst the pandemic peak, Taraji P. Henson took to Instagram Live to share DIY hair care tricks, showcasing her TPH line products live. Those who watched were thrilled, feeling a genuine connection with Taraji as she navigated haircare difficulties during the pandemic alongside them.
Similarly, when Tracee Ellis-Ross’ launched her haircare line, Pattern, she demonstrated using her products on her own hair multiple times in real-time on social media. She went a step further to win Beauty Editors over by inviting top editors from top publications to a launch event where she wore a swimsuit and washed and conditioned her hair right in front of them to show the efficacy of the products. Understandably, though, Tracee is a no-holds-barred comedian. I wouldn’t expect someone as private as Beyonce to do this. However, the key takeaway, in this instance, is relatability and authenticity.
Even Jennifer Aniston has adopted a similar strategy over the years with her award-winning Lolavie hair care line, connecting with fans on a personal level by showing them how to achieve the famous “Rachel Hair,” based on her character in the hit show, F.R.I.E.N.D.S.
These celebrities all have top-selling brands in their category and have one thing in common: Authenticity and relatability in their marketing strategy.
Similarly, Cécred’s marketing seems all over the place right now. They kicked things off on ESSENCE, which made it look like they were all about African-American women. But then, they said Cécred’s for everyone, yet they have a particular eye on Black hair care. It’s kind of confusing, right? Is it mainly for African-American women, or is everybody in the mix? A little heads-up that Cécred’s here for all women but has a soft spot for Black hair could make things more transparent for everyone.
Again, this is an area where some of her counterparts get it right. The brand positioning is quite clear for:
- Tracee’s “Pattern”: A haircare brand for natural hair designed for people with curly, coily, and tight-textured hair.
- Jennifer’s Lolavie: A minimalist Vegan, cruelty-free, gluten-free haircare brand for the environmentally conscious
- Taraji’s TPH: A Black-centered brand for the scalp and hair, whether you choose to wear your hair natural or with weaves, wigs, braids, etc. Taraji says that although TPH is created for black women predominantly (Primary Target Audience), it is also inclusive.
In essence, it feels like everything Beyoncé lays her hands on magically transforms into gold, thanks to her dedicated fan base. Yet, for Cécred to shine and thrive in the long haul, Beyoncé’s got to weave in a dash more authenticity, make it more down-to-earth, and ensure the brand’s message is crystal clear in her PR and marketing playbook.