New Hair Line Targets Texture, Not Race
African-American actress Gabrielle Union is set to launch her own haircare brand, targeting the needs of multicultural audiences without adopting marketing messages that alienate consumer groups.
Flawless by Gabrielle Union is produced with the team behind the Macadamia Natural Oil haircare brand, and features 10 products including a moisturising and smoothing shampoo and conditioner set, a hair mask, blow dry cream, hair protection spray, shine spray, oil treatment and edge control gel.
The range expertly navigates the complex beauty marketing landscape in light of backlash from multiracial consumers about the industry’s tendency to whitewash their product offerings and retail experiences. While many brands focus on differentiating their target consumer groups, Flawless is instead directed at hair texture.
“We talk more about hair texture versus black hair, white hair [or] Latina hair,” said Andy Rah, vice-president of global marketing at Flawless. “We create products that are specifically for different hair textures and hair needs based on those textures.” This move could prove successful with increasingly vocal, empowered consumers. According to fashion news site WWD, industry sources estimate the brand will generate as much as $6m in first-year retail sales.
The 10-piece line (priced between $19 and $29) will be available at Flawlesshair.com from March 1 2017 and at beauty chain Ulta Beauty from April 16.
For more on the dos and don’ts of diversity beauty, see Women of Colour: Breaking Beauty Barriers.