June 7, 2023


Moving Forward

Inside Shark Beauty’s marketing strategy targeting moms

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Even though Shark Beauty’s tagline is “For all hairkind,” for its Coachella activation, it tapped a certain demographic: younger mothers. For the pageant, it flew eight youthful mothers-influencers to Palm Springs, wherever it hosted them at a house. They involved Mayci Neely (1.3 million TikTok followers), Bobbi Althoff (3.7 million TikTok followers) and U.K.-based mom-fluencer Lucy Carter (343,000 Instagram followers). The hashtag for the weekend (in addition to #ForAllHairkind): #ForAllMomkind.

All the influencers who attended have been previously people of Shark Beauty’s hero solution: the FlexStyle Hair Blow Dryer & Multi-Styler. The friends were being creators who experienced earlier been gifted the FlexStyle and who then “became absolute admirers of the item without having [a paid] endorsement,” said Invoice Davaris, main brand officer of SharkNinja, Shark Beauty’s mother or father enterprise.

Coachella has turn into a lot more than a new music festival. It is branded at each transform and serves as an important time of calendar year for brands to have interaction with influencers and buyers, make UGC, and establish neighborhood. Shark is no exception.

“Coachella is more substantial than just songs. It’s about connecting with people today, connecting with fashion and connecting with tendencies. It was fantastic for our brand name to be capable to hook up with all these cultural mavens. There is a very assorted group that shows up — not just songs fans, but also artists and journalists, who we obtained to link with. It is also brand names connecting with other brand names and generating partnerships. This is why Coachella is so potent,” mentioned Davaris.

Also in mid-April, Shark Beauty sponsored Camp Poosh, Kourtney Kardashian Barker’s Coachella-adjacent party. It brought its eight influencers to that event, as properly. It was the brand’s second time partnering with Kardashian Barker’s wellness model. It experienced also been a sponsor of Poosh’s Poolside with Poosh celebration in 2022.

All of this came on the heels of the brand saying its debut at Sephora on March 28. The FlexStyle went live at the retailer on April 4.

At Camp Poosh, Shark Beauty previewed its approaching launches, as well as launches from the household and kitchen element of Shark small business, dubbed Ninja. Attendees were being gifted the just-released Ninja Blast Transportable Blender, which, Davaris described, “went hand in hand with the locale and taking in perfectly.” The blenders also made feeling for the moms it had flown to the desert, according to the model.

Mothers are core purchasers of the model. The vacation presented its friends the opportunity to “take a break from their insane, frantic lives, get their look right, and conquer the day with us and our stylists,” Davaris reported,

On Saturday, at Camp Poosh, the influencers visited the Shark setup, which was created like a “’90s-encouraged salon.” On Sunday, the brand name experienced celebrity hairstylist Dafne Evangelista (403,000 Instagram followers) discuss to the team about “mom guilt and how she balances her intricate identities as a mom and celeb hairstylist,” according to a model consultant.

Shark considered the trip — its to start with time hosting an influencer dwelling — a success. “The measurements that matter most [to us] are reviews and shares,” Davaris mentioned. “And we’re viewing an remarkable number of responses in which men and women are creating, indicating, ‘Oh, my God. That is so great,” and ‘Oh, I gotta do that a single day!’ Engagement is the place you understand and know that you are hanging a chord.”

Coachella and Camp Poosh were being not the initially incidences of Shark Natural beauty timing a marketing and advertising activation to a cultural event. In September 2022, the model hosted an exclusive media and influencer function top up to the Billboard Latin Awards, and in October, it made an physical appearance at BravoCon by hosting a “Certified Bravoholic” experience. It won’t be the past, possibly, in accordance to Davaris.

“What is the subsequent group? What is the upcoming cultural minute?” Davaris stated of the thoughts the staff asks alone. “In early summer months, a whole lot a lot more [Shark Beauty] activations going on that are connected to other significant cultural gatherings.”