|Bedhead Tigi Doesn’t Fit In, It Stands Out
By: Cindy Wendland
Bedhead haircare is popular with teens. Bedhead is popular with people who want to stand out and be different. Bedhead is the product for people who want their hair to have that special stick-this-way-and-that-way look.
When your product is meant to be radical on some terms and highly functional in others, the marketing strategy can be quite fun. On the liberal/conservative spectrum, Bedhead is as liberal and as opposite as can be from a company like IBM. Bedhead is not meant to be professional but trendy; not to fit in, but to stand out.
Some of the qualities that Tigi uses in marketing Bedhead are complete creativity, hair transformation, cult creations, and uniqueness. They have done a great job in the creativity of their ads and reaching out to their market, which likes products that help them stand out. Their ads are sometimes shocking, but always hip and trendy.
The creators of the line are British stylists Toni & Guy. The British influence gives the product a greater edge over some American haircare products. The other attribute that Tigi uses to sell their products is attitude. They claim you need a lot of attitude to wear their products. As long as it is not taken too far, attitude is a great thing for teenagers as well as Bedhead.
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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