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

, 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.

brianne_garrett DOPE😊👍💯🔥🎹

brianne_garrett Different Incomes covers your future, special passive income. It make a safer life with incomes all the time, even when your career don’t work any more.

brianne_garrett Nice!!

brianne_garrett Thonie_AG_World

Singapore Singapore Latest News, Singapore Singapore 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, 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 »

Entrepreneur, Hold The Ish: How Tracee Ellis Ross Created A Company For Hair Like HersAfter working on a brand pitch since 2008, 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 »

How One Hotel Group Is Reinventing Itself For The Modern Business TravelerA look at a hotel company that is attracting a new generation of business travelers and entrepreneurs. Wow nice
Source: Forbes - 🏆 394. / 53 Read more »

26% of trucking companies use CH Robinson, creating market for Uber - Business InsiderOnly a quarter of truckers use C.H. Robinson, America's largest freight brokerage — and it explains why tech giants have been vying to disrupt trucking 68DodgeCoronet This industry is taking a beating and we should all care. Every item on store shelves is there b/c a truck & driver DROVE it there. No one in my circle has anything to do w/trucking except to be consumers. I listen to an XM channel/show dedicated to Trucking. It's interesting.
Source: BusinessInsider - 🏆 729. / 51 Read more »