What happens when a business solves a curly girl’s biggest problem?

Are you a true curly girl if you don’t complain about frizz and unflattering haircuts?

I recently left my last Devachan appointment missing the magic I felt when I first started getting curly-specific cuts. Upon leaving the salon I was happy with the cut, but knew I could style my hair better on my own. Perhaps more troubling is the fact that I didn’t take one selfie- the true measure of how happy I am with a haircut.

It’s come to the point where I am getting bored with the hairstyle that I’ve had for 5 years. I want a change, but remain nervous about trying a new cut (casualties of a childhood and adolescence filled with truly awful haircuts). I have bought and tried countless hair products and finally know what my must have products are. No longer do I worry about frizz and my hair cut is flattering. What is a curly girl to do once she has solved the hair issues that have shaped her life?

This got me thinking about the same dilemma, but from a brand’s perspective. The excitement of going to curly salon the first few times is in the discovery. It’s basking in the atmosphere of being surrounded by other curly haired women. It’s talking to a stylist who actually “gets it.” It’s finally looking good and appreciating your natural hair. Once you have had that visit more than 3 times, you lose the magic. This poses a problem for both curly brands and salons so I’ve thought about what they could do to recapture some of that early magic:
Introduce new products

This is the primary way for brands to continue to help consumers feel the magic. Brands can continue to innovate and bring new products to market. Even curly girls who have found their “holy grail” products are still tempted to try new formulations to see if they can get even better results. Also, in some cases, consumers can no longer achieve the same results with tried and true products. That is the perfect time for brands to come in with new options.

Identify new problems

When I started seeing bloggers talking about hair porosity this past year, I was half convinced that porosity was a made-up problem highlighted just to sell new products. Kidding aside, brands can use new problems to continue to reach curly consumers. I don’t buy every new leave-in conditioner that comes to market. However, if a brand tells me that it could help with my low porosity hair, I may try it out. In solving a perceived problem, I get a glimpse of that excitement I felt when I first tried products that worked.

Create new experiences

Brands can bring the magic back by introducing new experiences. DryBar has done a great job with blowouts by turning an arduous process into an experience that women love. I have considered giving it a try just for a change even though I haven’t blown out my hair in almost a decade!

Find new ways for consumers to show off their hair

Curly girls still like to talk about what works and what doesn’t work, even if they’ve solved their typical problems. Even better is a chance to bring a friend along and feel good about helping her along her hair journey. I have seen DevaCurl advertise some great events. FroDay and Curls Night Out allow many curly haired consumers to meet, take pictures, and buy more products.

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