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Is Conair the Secret Behind the Perfect Curl?
By: Cindy Wendland
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Beauty is big business. The global beauty market is forecast to reach $265 billion by the year 2017. The barrier to entry is low and new products flood the market. One of the latest new entries is the Conair Infiniti Pro Curl Secret for $99.

The 30-second video shows a beautiful woman with straight blond hair using the Curl Secret. The tagline proclaims, “Hair goes in, curl comes out.” It appears so easy to achieve beautiful results. For anyone who has attempted the all-over head curl with a traditional curling iron, it is time consuming and difficult, not to mention dangerous (from the perspective of finger burns), and tiring for your arms and shoulders!

Allure magazine showed the product in a 2/3 page ad. It has been tested and written up by several beauty consultants, but surprisingly it doesn’t have a significant social media presence other than on YouTube. The web page referenced in the ad takes you to one site — Ulta.com/curlsecret. Searching “hard” finally got to the Adwords-promoted site Curlsecret.com/Conair, where social media was listed on the site but didn’t link over to those sites.

The pictures are high-resolution, high-quality images that are typical of the beauty industry. The videos are well done and succinct. The product Curl Secret solves the problem of achieving a desired result — beautiful curls. It is a little confusing for the consumer with all the names — Ulta, Conair, Infiniti Pro, and Curl Secret — but the product is so exciting that word is spreading. The name is a mouthful, but the product is a winner!

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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