bondbar Targeted Hair Repair Systems

Project goal As the content creator for the bondbar hair bonding product launch by Sally Beauty Supply, I faced a unique challenge. The concept of hair bonding isn't traditionally seen as glamorous or trendy, and my task was to change that perception. I aimed to make hair bonding both sexy and modern, balancing the need to be informative without getting bogged down in the scientific details.

Another significant challenge in my role as a content creator for the Bondbar hair bonding product launch was working with bottles that contained zero product. This presented an ethical dilemma, as we were committed to creating authentic and honest content. Any form of deception or misleading representation was off the table, as it would contradict our ethical standards and potentially damage the credibility of both the product and Sally Beauty Supply.

Pivoting the content strategy for the Bondbar hair bonding product launch presented yet another significant challenge. Initially, we focused on behind-the-scenes (BTS) content, believing it would offer an engaging and transparent look into the product's development and uniqueness. However, we soon realized that our target audience wasn't connecting with this approach as we had hoped.

Understanding and responding to audience feedback is crucial in content creation. It became clear that while BTS content has its appeal, it wasn't resonating with our audience in the context of a hair bonding product. They were seeking something more directly relevant to their needs and interests – perhaps how the product could be used in their daily lives, its benefits, or transformative before-and-after results.