For the creation of a fictional new haircare brand, I developed a name and a social media strategy that flips the commercial approach other brands use. In a market saturated by photoshopped celebrities whipping their shiny hair back and forth, customers crave authenticity and are tired of unrealistic expectations. Calling out fake information such as shampoo repairing split ends and oily scalps being nasty, prettygood. creates a balance of educating their audience whilst creating a demand for the brand‘s products.
Carving out a niche of being down-to-earth, engaging and still aspirational, the brand targets 18-35 year females that want good haircare products without utopian promises.