The UNbrush caught my eye earlier today thanks to a push notification from Target claiming everyone is buying this brush. So what is all the rage about? The truth is, the votes are evenly split. Many of the people reviewing the product claimed it was no better than your average brush, while others saw what the hype was about! I saw countless videos of the brush being tested on all kinds of hair including curly, wet, and even matted. And every single time it accomplished what it was supposed to, it brushed right through the hair.
The UNbrush's value proposition is to "meet the needs of fragile hair". Its anti-static bristles are designed to reduce breakage by gently detangling hair. It also claims to work just as well on both dry and wet hair. This is a big claim because it is known to be more difficult to brush through dry, tangled hair.
This first image shows a father and daughter trying the brush on wet hair. In the video, they compare the UNbrush with their normal brush and are fascinated by the results. The UNbrush went right through her hair with ease and as seen in the screenshot, she loves it! One of UNbrush's biggest selling points is that it is kid-friendly and doesn't snag or hurt during use.
This second image portrays a mother trying the brush on her autistic, non-verbal daughter. The mother stated they always have trouble doing her hair because she has a hard time dealing with the pain from the snagging. As seen in the screenshot, the daughter has very thick, curly, and tangled hair. It is also dry making it harder to brush through. The mother went ahead and tried both the UNbrush and their everyday brush. Her final conclusion was that it worked, but would take longer when using the UNbrush, so it was a no from them.
This last screenshot is of a woman trying the brush on her damp, curly hair. From the caption, it is obvious that this brush was a big hit for her claiming it is the best brush she's every used and that it only took ten minutes for it to detangle her hair. Although the company tries to promote this product as making your hair brushing experience faster and easier, ten minutes doesn't seem like very fast at all!
Instead of marketing the brush to be for one specific gender or type of hair, the company focuses on catering their product to everyone. People of all kinds of hair types, genders, and age groups are included in the reviews and promotions. The UNbrush is the company's award winning brush reimagined. They claim their brush is different than those already on the market thanks to its unique design. Unlike other brushes, the bristles are placed both vertically and horizontally, so that no matter which way the brush is facing it will always glide along with your hair to prevent snagging.
The company has already done a great job at gaining popularity and getting their product out there. The UNbrush can be found at most major retailers including Walmart, Target, and Amazon. The biggest issue I noticed that is affecting the brands image is a very similar dupe out on the market that is confusing consumers and in return, making the UNbrush look bad. Many are accidentally buying the wrong brush online and coming out disappointed when the dupe doesn't live up the hype. Many of the reviews I saw online were of people "remaking" their UNbrush review video because they accidentally bought the wrong one the first time. From what I noticed, the company hasn't responded or done anything about the situation, understandably so, for there is not much you can do about what other companies produce.
One thing I noticed the company did, or didn't do, that I feel earned them points is they didn't pay an overwhelming amount of people to promote their product. More often than not I see videos of people reviewing products where it is obvious it is a partnership and not an honest review. In this instance, the product was loved by so many that they themselves spread the word and promoted the product for free! And although this brush, like many others, is just a fad, it went viral enough that hopefully it will continue to be used even after the fever is over.
If I was brand manager, one thing I would do is make more commercials and potentially get them on TV. So far, the only form of media I have seen the product being promoted on is social media and they emphasize this by providing videos in the format of Tiktoks at the bottom of their page all reviewing the brush. I wholeheartedly believe the company would benefit from promoting the UNbrush on television, but besides that I think the company is doing all the right things in terms of how they use social media to their advantage.
The biggest thing I learned from doing this assignment is the power in letting others promote your product for you. UNbrush gets the pleasure of seeing the product spread on its own because the otaku is so real! All they needed to do was make a good product, put it out there on the big market, and watch the rest unfold.
Comments
Post a Comment