Goal:
Betse is the brains behind The Washday Co – a haircare brand for curly / Afro-textured hair types.
Before launching at the end of 2020, Betse got in touch to explain her vision.
Instead of adopting the overused narrative of describing Afro/coily/curly hair with negative language (e.g. dry, tight, damaged, frizzy, tangled, tough, difficult), Betse’s aim was to create an empowering, modern, feel-good, pop-culture-influenced, hair-positivity movement.
In Betse’s words,
“Washday is a term used by the curly/coily hair community to describe their haircare routine because for most it takes the whole day.
Some describe it as stressful, long-winded, taxing and something that they can’t avoid.
How do we turn this narrative around to a more fun experience that they look forward to?
I want this brand to feel celebratory and use words and tone that does that.”
Strategy:
I worked closely with Betse to create punchy, witty, empowering brand copy – bouncing off her ideas to create a joyful blend of her personality, product, purpose and playfulness into each word.
This included:
* Brand story
* Taglines
* Product names
*Web copy
* Product descriptions
* FB ad copy
* Packaging copy
* Usage instructions
* Email series
Results
There is SO much attention to detail involved in Betse’s work – we discussed our shared love of brands who bring personality into the teeeeeniest details, such as cookie statements and email names – and this is what makes the Washday experience even more special.
By digging deeper, not just researching curly/coily/kinky hair and the science of keeping each type healthy, but by diving into ~exactly~ what Betse’s audience cared about, The Washday Co feels truly unique. Like your best mate, who just so happens to be a super-talented cosmetic scientist 😉
Have a look for yourself: browse The Washday Co‘s website, and I’ll leave you with some of the lovely Betse’s feedback below:
