Is your brand missing out on this $10B industry?

The textured hair movement’s in full swing.

Searches for 'textured hair' were up 41% in 2023. And they're projected to grow by another 20% by the end of 2024. Obviously, this is a huge opportunity for brands to get behind this revolution.

In today's newsletter:

• Textured hair is (finally) having a moment (and beauty brands need to get on board!)

• How Lululemon built a cult following (plus the strategy that had them handing out free $150 leggings!)

• Trend plug - Change your perspective

• Ask the Editor - Should I try to get my team to post on LinkedIn? 

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, we’ve just opened registrations for our August intake! Learn more.

Curls get the girls. But the girls with curls have been ignored for too long.

And thus, a new untapped opportunity has arisen in the beauty market.

Over half of the world’s population has textured hair. But this category of beauty has been underfunded, underpublicised, and under-innovated for a very long time.

But with big celebrity names getting behind the movement, we’re about to see the boom of the textured haircare market.

This category has always been important to black and mixed-race consumers. But it has long underserved them. For the last decade, there has been a large movement to embrace natural, textured hair, rather than using harsh chemical relaxers that straighten and damage it.

Despite the opportunity for innovation, there’s still been a major lack of choice available for people with textured hair types.

Especially in comparison to the vast amount of general hair care products available on the shelves.

Enter scene: Pro-Fro Pop-Culture.

Both Beyonce and Rihanna have entered the market with two separate brands focused on textured hair. And they aren’t the only celebrities bringing their own haircare lines to market in the last two years.

[Keep reading]

-Sophie, Writer

How Lululemon Built a Cult Following

The clean girl aesthetic, white girl wellness starter pack: matcha in hand, New Balances on feet, slicked back bun in hair, Pilates at 6, brunch with the gals at 8.

And of course, the full Lululemon getup.

Hey, I am not a hater. I fall into my own aesthetic categories, too.

I’m just not willing to spend $300 on activewear.

But maybe I’m the anomaly here. Because Lululemon has a cult-like customer base. And, despite controversies, the brand has maintained impenetrable customer loyalty and global impact to this day.

So, how does an athleisure brand achieve world domination?

Well, as marketers, we know that what we buy is not some thing but, instead, an idea that is embodied by that thing.

'Conceptual consumption' is the notion that we consume goals. And it explains why someone would buy a $145 pair of leggings that are 'yoga-inspired.'

[Keep reading]

-Sophie, Writer

Trend Plug - Change Your Perspective

When you change your perspective, miracles happen!

This latest trend, comes from musician Kevin Gates saying, 'When you change your perspective, that's when miracles happen.'

Tiktokers are using this sound, to talk about when they saw the positive in a negative situation. Like when you have a bad day but remember you have a dog at home.

How to jump on this trend:

Using this sound is so easy! All you have to do is name a moment when you saw the positive in a negative situation. Then lip sync the words in the sound.

A few onscreen text ideas to get you started:

• 'When someone gives me hate comments, but they're actually helping me improve my content'

• 'When there’s team conflict, but it helps us communicate and grow with each other'

• 'When a video flops, but that gives you the opportunity to go back and analyse what went wrong'

-Carter, Intern

Tune in to the YAP Podcast

Got FOMO?

Listen to the YAP podcast Tuesday - Saturday, where we break down everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - As the managing director of a tech startup, I've been building my brand on LinkedIn for a while now. Should I try to get my team to start posting, too? - Mark

Hey Mark!

I would absolutely get your team to start building their brands on LinkedIn. And they don't need to just talk about the work they do with you. Instead, I'd have them post stories about their personal journey. So this will sometimes relate to their work, and other times it might relate to their passions outside of work.

The reason it's good for them to post about other things beyond your business is that they are going to find their own audiences who relate to their content. This will give your brand more visibility and help you reach people who would never follow you on your personal LinkedIn.

The challenge is going to get your team to actually post consistently! But if you can do that, you'll grow your brand's presence on LinkedIn exponentially!

- Charlotte, Editor ♡

Was this email forwarded to you? Sign up here.

Wondering what the heck we do at The ATTN Seeker? Check us out.

Heard about a cool case study we should feature? Hit reply and tell us about it!

Got a question about social media strategy OR marketing? Reply to get it answered in an upcoming newsletter.