The Launch of Cécred by Beyoncé

Cécred is Beyoncé Knowles Carter's newest retail venture, this time into haircare. The brand will sell a wide range of hair care products from shampoo (which I assume to be their cash cow) to conditioners, oils and even a very strange looking shaking vessel. This video begins an analysis into the launch of the brand and the brand's positioning in relation specifically to the past complaints known from her other brands and how they plan to tackle those in a mildly saturated market. In the end, I do think the launch will be successful, but I'm as-of-yet unsure it will have major longevity without a clear product-based differentiator (which they may already be beginning with the tease of honey as their star product), especially if other major celebrities go into producing hair care products.

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[emmanuellebeki]

Personally as a person with 4c hair, I won’t buy the brand:
- 1rst, Beyonce is well known for her wig, not for her natural hair.
I remember the day she posted her picture on her instagram and people went wild bcs she showed her natural hair.
You want to buy products from a person who show her natural hair 2 times every 3 years ?! Not me 🤷🏾‍♀️
-2nd, history have proven that product who do not target a specific type of hair ( from straight to kinky), can not be beneficial for everyone.
In that case we all know that those brands prioritize straight hair than other type…

This is the reason why black peoples create their own products that suits kinky hair the best.

This is a cash grab for me, even if it’s well made, still a cash grab .
There is tons of haircare line that deeply care for type 4 hair customers .
I prefer giving my money on those.

[jmunroe]

I think I would probably buy a haircare line from Solange before Beyonce, only because she's shared her natural hair journey publicly, drom the big chop to growing her hair back out.

[zoemumba]

I feel like she needs to have authentic video content showing how she uses the products, and also her unfiltered natural hair. Carefully curated stills are not going to entice people to buy it

[musanyathi]

We know more about J-Z's hair journey than Bey. I can't tell her real hair from wigs and weaves. I think she's late in the game with some probably overpriced shit...

[ruthjuliana]

She didn’t need to be the face of her hair care brand. I think it should have been her mum, her sister or her daughter. People don’t relate to Beyoncé. Now they are telling us she has scalp issues which might be true however 95% of the time her fans see her, she’s in a wig and she has never talked about having hair issues before. We’ve never seen her do her hair before.

[traumaqueeen]

She lacks authenticity, because she is very out of touch, literally, its difficult to get a glimpse of the real Beyonce, everything she shares is so carefully curated. How can you launch a haircare line, when we have never seen your real hair? Its hard to feel personally connected to Beyonce the person.

[Tamimonx]

I think she should’ve come out with a silk press or blow out system first or like a hair dye line featuring some of her iconic blondes and colours she’s rocked throughout her career.

[JaylonBrooke]

I don’t think Beyoncé knows how to be an influencer, just an entertainer. I can’t think of one trend Beyoncé created. I was surprised we even heard her speak in the Super Bowl commercial.

[applejellypucci]

This lady has probably not washed her own hair in 20 years.

[inyenyenzi]

Kinky Curly Curling Custard, Uncle Funky's Curly Magic, Camille Rose Curl Maker, Shea Moisture Hibiscus Shampoo are the gold standard for natural hair care products and pricing. They are tried and true products which actually work, any pricing above these and $20 is too high for a product you will repeatedly have to purchase regardless of how wealthy you are.

[xsashoy]

I think the brand launch feels very underwhelming and inauthentic. I get that she leaned on her mother's salon story BUT what about her as an individual? What was your hair journey like? Where are the bathroom tutorials? Also, the branding doesn't FEEL like her public persona. Fenty worked because it embodied Rihanna's edginess AND solved a problem. Honestly, Bey should have focused on luxe styling products that DON'T damage textured hair. Gels, Mouses, Hair Spray, Tools etc. Play into that empowering stage persona! That way she can retain the mystique that she prefers.

[roxannemapache]

I’m a natural hair girly and have no plans purchasing Beyonces hairline. I purchased Tracee Ellis Ross’s collection because she’s known for her natural hair. Beyoncé couldn’t sell me a hairline kit sorry

[balenxigaga]

not people who's wearing wig everytime she stepped out of her bedroom tryna sell you things you don't need & they don't even use 😭😭😭

[yasinradee]

This would make sense if it was Ms. Tina's hair care line.

[sopurdie]

When black women start wearing their hair in its natural state by the masses, we were met with products that promised us control of frizz, moisture and shine. Many models used in promotions had a smooth hair texture that was frankly an anomaly in the black community. Tracee E. Ross and Issa Rae showing their natural coils regularly, showed the end result in real time, allowing us to “see” the product could “achieve” on different textures allowing us to make a choice w/ celebrity hair care products. We have seen Beyoncé’s hair a few times, but like her, it is cloaked in mystery. I think that is we’re she loses in the long game. Her persona is so unattainable/ manufactured by the masses that we lose interest in what she is serving, and that is with all demographics. Would love to see her working in her bee farm like Kelis. It produces a connection. I would love to see her manipulate her coils like Tracee. I do understand that she is reaching all demographics, but like they say “ representation matters”, and I feel that black women have a particular perspective when ppl that look like us promotes any product. This is why I do think this is her target market even though it’s p.c. and good business to market for all. No one wants to leave money on the table. Look at her last few albums she knew her demographic. I hope it does well and we will truly get to see if her brand can hold people’s attention. It’s not a capsule collection like Ivy Park.

[zazlar]

Beyoncé always has to throw out childhood videos, have her mother be in photo shoots, talk about her mothers salon 🙄 the narrative to be relatable is always so predictable, fixed and forced. She needs to just be herself, make appearances, interact with the fans, do tutorials, just be authentic and herself. Even if she promotes the brand publicly, she doesn’t have to talk about anything but her hair, how to use the products and light hearted jokes. Rihanna and Kim k did incredibly well with their brands because they connected with the audience authentically. B has what it takes to create a billion dollar product line.

[tamarangambi]

Kim is different because she sells exactly what she is... make up, shape wear. Beyoncé never wears her hair

[tablemade]

Absolutely love Beyonce but she really should have launched a wig line. We are used to seeing her with those. I can’t trust someone with a natural hair care, who rarely shows her natural hair :/.

[corhydron]

When she announced it I literally said to myself "whoa she watches understitch!" because of what you said in the Ivy Park video about what she should do next

[tvtt]

So obsessed with the revolving door of cash grabs. Love it.