Product Innovation
Mkay, here’s the 411…
Access to good hair care has proven to be consistently challenging for minorities, especially Black Americans and others with textured hair.
As such, there is a very clear market need for an innovative product catering specifically to the textured hair care needs of minorities.
The t(ask)…
Create a consumer facing product that addresses the everyday issue of haircare for minorities.
The challenge…
This is ‘been there, done that’ territory. Countless cosmetics brands, influencers, websites, and blogs have taken a crack at enhancing the minority hair care game. Problem is, the current so-called 'solutions' fall short.
Navigating existing resources for textured hair care is a headache, thanks to confusing jargon and one-size-fits-all advice that's more discouraging than helpful.
"Frankly, I’ve hit a wall where I no longer want to put in the effort to maintain healthy natural hair — because how am I supposed to care for mine when I don’t really don't know how?" -Mikayla, 25
Black consumers are 3x times more likely to express dissatisfaction with available options for hair care, skincare, and makeup.
Score
The opportunity…
Available haircare resources incorrectly assume people have earned their associates in hairology. They assume people know how do things (like defining and identifying their hair texture)— when, in reality, they very much do not.
Recognizing this more nuanced issue, we saw an opportunity to create an intuitive, accessible, and personalized hair care resource — designed for those who don’t know the basics (which apparently is most of us).
86%
of Black women face challenges in finding consistent and quality hair care.
TRESemmé
Solution: Strand
An innovative, subscription-based, app service that helps people understand the basics for their textured hair care. Through a concise quiz, users can unravel the fundamentals of maintaining healthy locks and gain access to personalized product recommendations.
Additionally, for a monthly fee, users can utilize the app to seamlessly connect with certified stylists in their area for professional and trusted haircare guidance!
Click the screen to view the app walkthrough!
Strand works to streamline and enhance the textured hair care experience, providing users with a comprehensive and empowering journey towards looking and feeling their best. And, even though it hasn’t launched (yet) – it has already brought haircare hope to those in need.
The Team
Brand Manager: Andrew Harper
Brand Manager: Ralph Levy
Experience Designer: Hannah Boyd
Strategist: Arielle Adens
My Role
Secondary Research + Social Listening
Deck Storyline and Design
1:1 + ‘Man on the Street’ Interviews
Industry Analysis
In-House Haircare Specialist 💁🏾♂️