Memo To Brands: Curly Images Matter!

Aug 3, 2015 5:10:11 PM

At TextureMedia, we work with a wide range of haircare brands – big, small and everything in between. Our job is to help the brand connect with our audience, and we tell them that our community likes to see people with hair like theirs – curly, coily and wavy.

Most brands get it. They understand it because it makes financial sense. They understand that more than half the population has textured hair. And they know that the textured-hair consumer spends more than straight haired consumers. Do many of your straight-haired friends have 10 bottles of hair product in the shower? (not to mention the dozens of products that line the bathroom shelves!)

So whether it be L’Oreal Paris or Keratin Complex, the ads they send us to run on NaturallyCurly and CurlyNikki feature models  with texture.

Makes sense, right?


Well, I guess not. We had the unsettling experience this week of dealing with a major haircare company that doesn’t have one image with a wavy, curly or coily model. Not one. I will not name the brand because I’ll give them the benefit of the doubt that they must have misplaced them or that they are shooting new ones. But it still boggles my mind

This isn’t a mom and pop company I’m talking about. It’s a large brand that makes some of my favorite curly products.

My advice to this company is to schedule a photo shoot as soon as possible and bring in a bunch of beautiful curly, coily and wavy models. Take lots and lots of photos.

Don’t leave us curlies empty handed! We don’t take kindly to it!


Michelle Breyer

Written by Michelle Breyer

Michelle Breyer (michelle@texturem­ is the co-founder of content and ecommerce platform Naturall­ and TextureMedia. By engaging beauty enthusiasts through original content, branded entertai­nment, social media, product reviews and commerce, TextureMedia influences up to $5 billion in hair care sales each year. Its monthly social, consumer reach is 26 million across a portfolio of digital brands, including its Market Research & Insights division, CurlyNikki and Naturall­yCurly.