Ouidad in believes that curly hair is a gift to be embraced and celebrated. They are dedicated to inspiring confidence in customers by empowering them with the knowledge, tools, products and services to help them look and feel their most beautiful. (Ouidad.com, N/D)
Ouidad’s namesake (no last name) says her Lebanese heritage meant split ends and frizzy hair frustrations. While her parents wanted her to pursue a career like medicine, the budding stylist was more interested in finding a cure for her curls. And so Ouidad Salon was born and has grown to include a line of hair care products.
Ouidad’s focus on curly hair makes it a favorite with ethnic women. Latinas, African American and Middle Eastern women are ethnic groups that frequently have wavy or curly hair. I think the brand does a good job communicating with these very different groups of women across media channels.
Ouidad’s social media strategy centers on creating content that includes faces, cultural relevance and language specific for these groups. The Facebook, Instagram and Twitter accounts appeal women of many different backgrounds, while cross marketing ads with other sites that are popular with women of each background, i.e. Latina Magazine, Essence, Al Arabiya, and Univision continue the theme.
I would however recommend creating Vine instructional videos in both English, Portuguese, Turkish, Arabic, French and Spanish that show women demonstrating products and offering advice to reach more women.
Pinterest and Flipboard are other options that I would incorporate into the marketing plan. I would ensure that the creative team produced visually compelling images with inspirational messages directed to each target audience to post and share via Pinterest. Lastly, I would create an Ouidad Flipboard magazine directed to each group.
