NEW YORK — Mizani, the professional division of L’Oréal catering to multicultural consumers, is tapping social media to help salons get a bigger share of the natural hair-care boom.
To support Mizani’s launch of True Textures, a salon-based line for curls, coils and waves, the company is launching meme technology. Created by Ivy Digital, the meme uses the hashtag #TrueTexturesPro as part of a multiplatform social media strategy. The launch includes a microsite and Periscope chats to educate salon professionals and consumers.
The natural hair-care movement is expanding, accounting for about two-thirds of African-American women hairstyles. Mintel International pegs sales of black hair care at $2.7 billion en route to $4 billion by 2020. A large portion of the growth is driven by styling products, especially for natural hair. But to date, much of the innovation has centered on retail products for home use.
“For so long, the voice of the salon professional has been subdued, largely due to the roles that have been played by the bloggers/vloggers in the digital sphere,” said Tumi Soyinka, director of marketing for Mizani. “Our #TrueTexturesPro meme will help raise awareness of stylists around the country and drive naturally textured consumers into their salons.”
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The mounting interest in natural hair is spurring DIY customers to seek out salon expertise, said Marcia A. Cole, chief executive officer and chief creative officer of Ivy Digital. “We are finding that the DIY consumer is now looking for professional assistance to maintain their intricate natural hair regimen. We wanted to help Mizani leverage the launch of True Textures by developing a social-media-first, lead-generation tool that easily allows natural hair salon professionals to share who and where they style natural hair so new customers can find them.”
To activate the meme technology, salon professionals visit the microsite mizanitruetexturespro.com to upload an image, their salon details and share the meme on Facebook, Twitter or Instagram. They can also list their salon on mizani.com’s salon locator for future reference and connect with Mizani’s professional retail partners distributing the product line.