1. Get to know the afro textured girl
You have to know who you are marketing to, afro-textured hair is very different from plain straight hair. It has variety to it and no two heads of hair are the same which means don’t assume that you know about it, you need to take the time to find out.
There are a ton of experts out there willing to teach anyone about the care of textured hair. Get somebody on your team that actually knows curly hair and let her teach you.
Her hair is not ‘excessively curly’ (obviously hair which has one two many curls) but if you get to know her, you may at least learn how to describe her hair appropriately.
2. Partner with salons dedicated to afro textured hair
Every one knows that Toni & Guy is not an atypical afro textured salon, and maybe it is a matter of comfort zone, money or space but it might help to launch your line at a place that is more dedicated to the care of afro textured hair until Toni & Guy is at that level of service.
3. Spend money on research and development for your product lines
Do not just throw a product together with some glycerine* and coconut oil* and call it natural. Really do the research on what afro textured hair requires and test the product well.
It is not enough to just come up with something so that you can say you have a product that caters to that market. Spend the money, we promise you us curly ladies are worth it.
4. Use social media to your advantage
There are a ton of bloggers, youtubers, instagramers and facebookers who could really provide insight on what they are looking for in a product for their specific hair type. If you engage your customer they might actually help you in decision making and will support you even more once you are ready to launch your product.
And finally
5. Never bring a paddle brush* to a afro textured curly girl party, no really, dont!
Might we suggest a Denman brush* or a wide tooth comb*. We don’t mind the pricey ones either, Mason Pearson makes some exceptional products that many coily girls use.
It would be very difficult to accept consultations where deadly weapons like paddle brushes are being handed out even if they are free. Much like our hair products we we tend to prefer our tools to be durable, long lasting, of the highest quality and most importantly, appropriate for our hair texture.
I’m not justifying this ad but any understanding of the UK may put this in context. Firstly you are right they have little understanding of the afro hair market (I’m assuming that Toni & Guy produced the ad rather than Mizani) which is quite common when a brand partners together. Although someone at Mizani/L’Oreal should have approved it. There is also an emerging trend for chain hairdressers such as Toni & Guy (previously not highly frequented by black patrons) to offer services such as relaxers aimed at what I can only describe as ‘black or mixed race’ hair types. With the amount of money spent by black women and the regularity of appointments you can see why thay are trying to cash in.
In the UK Afro hair means any type of black hair and so this ad would have been aimed at anyone with relaxed, natural, texturised hair. It is also becoming more popular for non black women who have curly hair to use products developed for ‘afro’ hair types as they provide the moisture etc needed. Don’t get me wrong as I said I think that both Mizani and Toni & Guy are at fault and should maybe invest in at least engaging with their target audience but at least they are trying. Its rare to see any product like this on what we call the British high street.
I don’t understand WHY you are giving them ideas about marketing and how to succeed with their business. They don’t deserve it.
I really don’t find it that offensive. Maybe excessively curly textured hair is the same as we would say tightly coiled or kinky hair.
“Excessively” makes me feel like there’s something wrong with the curls. Like there’s too many
Out of date
I don’t even know what that model has on her head…
This article is teaching non black hair companies HOW TO PUSH BLACK HAIR COMPANIES OUT OF THE BLACK HAIR CARE MARKET!!! The title should be how to give away black money to people who disrespect you.
THE AUTHOR SEEMSS TO HAVE NO BLACK PRIDE!!! @ smh
Paddle brushes. I can’t believe this sh*t.