Hair Tool Brand T3 Micro Highlights Storytelling in “I Hair You” Video Series – Glossy
Hair tools brand T3 Micro is moving away from its usual product-centric marketing strategy to launch a storytelling video series called “I Hair You,” which was produced in-house.
The first episode is titled “Growing Up Hair” and airs June 16 on T3 brand channels like Facebook, Instagram, YouTube and TikTok. There were also preview screenings with magazine editors and influencers. The first episode focuses on nostalgic, scowl-worthy trends, cuts and hair styles. The following episodes will air weekly through July 29 and will cover celebrity hairstyles, hair challenges and styling goals, as well as iconic hairstyles and haircuts. T3’s traditional marketing and advertising strategies have been primarily product driven. This includes top-of-the-funnel ads on streaming channels, in print publications, and on digital channels. Additionally, T3 works closely with major accounts such as Nordstrom, Amazon, Sephora and Ulta Beauty to place its products in in-store point-of-sale sections or to participate in these retailers’ digital campaigns.
“There is an opportunity for T3 to enter into a larger conversation about hair, not just in the functional sense of helping people achieve hairstyles with our products, [but] also to talk about hair and how we all feel, this to help educate and entertain on all kinds of hair topics, ”said Karolina Bakalarova, vice president of marketing at T3 Micro. The objectives of T3 are to increase awareness, expand storytelling and broaden the reach of its content.
The 18-year-old brand is based in Venice, California and is privately owned. He declined to disclose sales figures. However, between February 2020 and August 2020, T3 saw a 32% increase in daily e-commerce traffic as the company promoted its DTC business, according to Total retail. T3 sells 40 different products including hair dryers, hair curlers, flat irons and brushes in DTC e-commerce and wholesale.
T3’s demographic clientele is made up of people aged 25 to 45. Bakalarova said there are also paid digital social media ads, in addition to unpaid social posts, to advertise and promote the show. She said she couldn’t break down the exact ratio of paid effort versus unpaid effort, but expected the audience to be a fairly balanced mix. She declined to cite investments in the campaign.
The emphasis on storytelling is part of greater pressure from brands to make emotional connections with their customers. Lately, brands like Lawless Beauty, Glossier, Neutrogena, and Shea Moisture, and even retailers like QVC and HSN, have made storytelling a priority. This trend is indicative of how consumers use brands and products to shape or assert their personal identity. In addition, the abundance of quality brands in the market requires offering more to customers than just good but useful products.
“Hair is the most moving of all beauty categories and is so closely linked to who we are and what we experience in life,” said Danielle Chocron, Managing Director of Creative Agency Blonde and Co. “It connects us with our families, our children and our friends, and it is also such a conversational and talkative subject. It’s absolutely essential for brands to get to the heart of the hair and focus on consumer storytelling and truths, rather than just focusing on the products.
The hair tools market has been quite resilient during the pandemic. According to data from the Kline Group, US sales of hair tools and appliances, in general, only declined by 1% in 2020, mainly due to a lack of hair dryer purchases. . With many salons temporarily closing between the second and third quarters of 2020, customers have switched to the in-home style. Since it uses a top-of-the-funnel campaign, T3 will not look at immediate sales results, but instead consider what the campaign does for brand awareness, engagement, reach, and customer impressions. ‘by the end of July.
“As T3 grows, this part of how we evolve,” Bakalarova said. “We are always reviewing our communications and our media mix, and trying to follow our consumers and understand how [to] better to reach them.