Newsletter 15: The million dollar PATTERN for success đź’¸
HEY CONVERSION QUEENS 💸👑
Kick off your week with a fresh look at how Pattern Beauty, founded by the legendary Tracee Ellis Ross, is shaking up the haircare industry. Since its debut in 2019, Pattern Beauty has been on a mission to serve those with curly, coily, and textured hair—a mission rooted in Ross’s own quest for quality haircare solutions.
Pattern Beauty created a brand that resonates with its audience. It combines Tracee Ellis Ross's personal touch with strategic social media and inclusive marketing to succeed in a crowded market.
Get ready to uncover the strategies behind Pattern Beauty's rise and discover how you can apply these powerful lessons to boost your own brand.
SIS, LET’S CATCH A CASE
Curling Towards the Million$
Pattern Beauty was founded by the iconic Tracee Ellis Ross, a celebrated actress and advocate for natural beauty. Launching the brand in 2019, Ross aimed to fill a gap in the haircare market by providing high-quality products specifically designed for curly, coily, and tight-textured hair. Her journey began with a deep personal connection to hair care, driven by her own experiences of struggling to find suitable products for her curls. Pattern Beauty emerged as a solution that not only caters to the functional needs of textured hair but also celebrates and empowers the diverse beauty of its users.
The core audience of Pattern Beauty consists of individuals with curly, coily, and textured hair, who have often felt overlooked by mainstream haircare brands. The brand speaks directly to this community, emphasizing inclusivity and self-love. By addressing the unique needs of textured hair with moisturizing, detangling, and styling products, Pattern Beauty has established a loyal customer base that resonates with its mission and values.
To drive conversion, growth, and sales, Pattern Beauty employs a variety of marketing tactics. The brand leverages Ross's strong social media presence and influence, using her platforms to authentically connect with followers and share personal haircare stories. This approach creates a relatable and trustworthy brand image. Additionally, Pattern Beauty invests in visually appealing and educational content that showcases the effectiveness of its products, including tutorials, user testimonials, and influencer collaborations. The brand also embraces inclusivity in its advertising campaigns, featuring models with diverse hair textures and backgrounds, reinforcing its commitment to celebrating all types of beauty.
Pattern Beauty's strategic use of these marketing tactics not only drives sales but also solidifies its brand positioning in a saturated market. By staying true to its mission of empowering individuals with textured hair, the brand differentiates itself from competitors. The authenticity and relatability of Tracee Ellis Ross, combined with high-quality products and a clear brand message, make Pattern Beauty a standout success story in the haircare industry.
POSITION YOUR BRAND TO WIN
1. 💸👑 Inclusivity in Marketing: By featuring a diverse range of models and embracing all hair textures in its campaigns, Pattern Beauty effectively communicates its commitment to inclusivity. This attracts a wider audience and fosters a sense of community.
2. 💸👑 Authenticity and Relatability: Pattern Beauty's success is largely due to Tracee Ellis Ross's genuine connection to the brand and her ability to share personal experiences that resonate with the target audience. Authenticity builds trust and loyalty.
3. 💸👑 Educational and Engaging Content: Creating visually appealing and informative content, such as tutorials and user testimonials, helps educate customers about the products and how to use them effectively. Engaging content drives conversion and enhances customer satisfaction.
BRANDS THAT MADE OUR SH/T LIST
MADEWELL FOR MILLENNIALS
Fashion brand, Madewell proves that it's the sh/t by changing its playbook from launching denim twice a year to a year round focus that caters to it's leading demographic, millennials. This is a subtle reminder that your target audience doesn't have to start with a Gen Z approach. As this demographic ages up, they will opt for trusted brands and offers that appeal to their matured tastes.
TAPPING TELEVISION AS AN IPO STRATEGY
Vestiaire Collective is proving it's the sh/t by leveraging the popular Netflix series, Emily in Paris, in an effort to gain awareness ahead of its 2025 IPO bid. Queens, we're just excited to see brands lean into the tried and true method of intentional product positioning through television and other mediums.
DOVE REDEFINES WHAT IT MEANS TO BE A BEAUTY INFLUENCER
Dove is proving it's the sh/t by tapping 60-year old women as the “true beauty influencer” for its latest campaign. Say it with me slow queens, “stop neglecting underserved markets.”
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
