Beyoncé launches Cécred haircare with Bretman Rock as ambassador
Global star Beyoncé introduces Cécred, her haircare line, naming Bretman Rock as the brand's face.
Beyoncé, an international music icon, has unveiled Cécred, her new venture into haircare, with Filipino influencer Bretman Rock as its brand ambassador. Cécred's early month launch included a range of products aimed at addressing the needs of various hair types.
Rock's Instagram caption revealed his admiration for Beyoncé and the personal significance of his hair growth journey, which began as a tribute to his late father.
Beyoncé described the inspiration for Cécred on her website, highlighting her aim to reflect her mother's teachings and address the specific needs of textured hair. She emphasized the blend of tradition and science in the product formulation, aiming to offer hair care that respects individuality and personal significance.
Enricko Lukman
Influencer marketing: reaching the Gen Z demographic
The announcement of Rock's role followed the news of Valentino appointing Jolin Tsai, a leading figure in the Asian music scene, as its brand ambassador, marking a trend of brands collaborating with influential personalities to connect with wider audiences.
Beyoncé's strategy with Cécred capitalizes on influencer marketing to engage with Gen Z, a demographic that values authenticity and relatability over traditional advertising methods. This approach leverages the influence of social media personalities, like Bretman Rock, who resonate deeply with younger audiences through their genuine content and personal stories.
By partnering with influencers who share their values and interests, brands can effectively engage Gen Z consumers in a more organic and meaningful way, fostering trust and loyalty in an era dominated by digital interactions.
Other brands and their influencer marketing story
Fenty Beauty, Rihanna’s makeup brand, has strategically partnered with a range of ambassadors, including model and activist Slick Woods, known for her distinctive look and candid personality. Woods, much like Bretman Rock, represents the brand's commitment to diversity and inclusivity, particularly highlighted in Fenty Beauty's launch campaign, which showcased an array of models from different ethnicities and backgrounds, emphasizing the brand's broad appeal and inclusivity.
Rare Beauty by Selena Gomez has also focused on ambassadors who share personal stories and advocate for mental health awareness, one of whom is YouTuber and beauty influencer Nikkie de Jager, also known as NikkieTutorials. Like Bretman Rock, Nikkie uses her platform to discuss issues of identity and self-acceptance, aligning with Rare Beauty's mission to inspire everyone to embrace their uniqueness.
Through her partnership with Rare Beauty, Nikkie contributes to the brand's narrative of beauty being an extension of one's inner self, promoting a message of positivity and inclusivity.
By choosing an influencer who embodies the unique blend of cultural influence, personal journey, and relatable content, Cécred smartly positions itself within the tapestry of Gen Z's varied interests, showcasing a model of engagement that goes beyond generic appeals to directly resonate with the intricate fabric of individual identities and subcultures.
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