Entrepreneur, Hold The Ish: How Tracee Ellis Ross Created A Company For Hair Like Hers

  • 📰 Forbes
  • ⏱ Reading Time:
  • 64 sec. here
  • 3 min. at publisher
  • 📊 Quality Score:
  • News: 29%
  • Publisher: 53%

Nigeria News News

Nigeria Nigeria Latest News,Nigeria Nigeria Headlines

How Tracee Ellis Ross created a company for hair like hers by brianne_garrett

, and African-Americans account for almost 90% of the overall dollars spent in the ethnic hair and beauty aids category, according to Nielsen. “The launch of products like Pattern is signaling to black and brown and multiracial women and girls that they are truly being seen and finally celebrated,” says Cheryl Grace, a consumer engagement exec at Nielsen.

Yet when Ross took her pitch to the first marketing agency, the meeting ended in tears. The executive “looked at me and said, ‘I don’t understand why anyone would want hair products from you. And there’s so many hair products in the world, why do you think these don’t exist?’” It was the first time she was asked that. “It was a good question,” Ross says. “It forced me to start finding answers.”

In order to turn Pattern into the product she was always looking for—“a brand that actually felt like it was made by somebody who was in the community,” she says—Ross took full control of her marketing strategy, which consisted of a mobile-only campaign. A big part of that campaign was inviting 35 beauty editors to watch her take a shower and wash her hair using her products in real-time.

Shaun Neff, Pattern’s brand development partner, remembers being impressed by the way Ross asserted her vision on shoots—where she insisted the photographer be a person of color—and in meetings. “I was just sitting back and hearing her talk, hearing her address the market opportunity, hearing her own hair experience, hearing about what she dealt with down to figuring out the humidity level so she’d know what she’s doing with her hair for the day,” he says.

 

Thank you for your comment. Your comment will be published after being reviewed.
Please try again later.
We have summarized this news so that you can read it quickly. If you are interested in the news, you can read the full text here. Read more:

 /  🏆 394. in NG

Nigeria Nigeria Latest News, Nigeria Nigeria Headlines

Similar News:You can also read news stories similar to this one that we have collected from other news sources.

Entrepreneur, Hold The Ish: How Tracee Ellis Ross Created A Company For Hair Like HersAfter working on a brand pitch since 2008, actress Tracee Ellis Ross tapped into the $2.5 billion natural hair care market and launched a hair care line designed for people with curly, coily and tight-textured hair types:
Source: ForbesWomen - 🏆 477. / 51 Read more »

Wilbur Ross Talked Business With Boeing CEO Despite Conflict Of InterestSecretary of Commerce Wilbur Ross discussed “competitive issues facing the U.S. aerospace market” with the CEO of Boeing, at a time when Ross’ wife owned nearly $3 million worth of stock in the company
Source: Forbes - 🏆 394. / 53 Read more »

Entrepreneur, Hold The Ish: How Tracee Ellis Ross Created A Company For Hair Like HersAfter working on a brand pitch since 2008, actress Tracee Ellis Ross tapped into the $2.5 billion natural hair care market and launched a hair care line designed for people with curly, coily and tight-textured hair types:
Source: ForbesWomen - 🏆 477. / 51 Read more »