SEPHORA has never used natural hair community to market their products like other brands. For example CURLS, Alikay Naturals, Shea Moisture*, just to name a few are not afraid to tap a YouTuber on the shoulder to represent and test out their lines.
Someone must have whispered in the ear of the beauty giant, letting them know about the power of the natural hair community influencers and using them to push products and sales.
I know this all sounds capitalistic and in plain language it is, but it benefits the consumer because we can actually see the products tested and see the results even if the video is sponsored.
So far the campaign that SEPHORA is running is a video campaign featuring products for curly, and tightly coiled hair textures and the recommended brands are:
Madam C.J. Walker, a brand with a legacy of beauty and culture in the African American community
Briogeo, texture-specific products with urban roots in New York City
Bumble and Bumble, extraordinary products creatively designed for the craft of hairdressing
DevaCurl, celebrating unique curls, inspired by real people
YouTubers are able to pick their faves from each brand and do a video about them. So far I have two videos on my personal youtube feed, this one by Naptural85:
And this one by NaturalMe4C
So should you trust the opinions of your favorite YouTuber with sponsored content? Of course! I think in the natural hair community we get a little bit apprehensive when our beloved “freinds in our heads” team up with big brands, but it is a great thing. I love it, especially if I trust that person’s opinion on potential products and at the end of the day they have to eat too!
This is a great time to create content if that is what you are into, the opportunities are endless and we love that brands like SEPHORA are using powerful marketing tools like YouTube to show off there products. Saves me the headache of staring at a product in the store wondering about all the little details.
What do you think about this new marketing campaign by SEPHORA?
It is definitely opening my eyes. I usually think of Ulta when I think of hair products before I think of Sephora. I’m sure they are aware of this and are working to change the perception.