Hair Care’s independent or “Indie” players have been the first to adopt and accelerate their presence on Snapchat, according to L2’s latest Hair Care study. DevaCurl, for example, accounts for more than a third of snaps in the Index while SheaMoisture accounts for nearly a fifth. These two most active Hair Care brands on Snapchat post 3.5 and 3.9 times a week on average, respectively.
Indie brands often offer products that were neglected by traditional Hair Care brands, and their small and engaged user bases provide an opportunity to create social content that resonates. For example, SheaMoisture caters to the once niche market of African American hair, and connects with its target audience by posting about other top-of-mind topics relevant to them. On Snapchat, SheaMoisture posts content from influencers and EssenceFest (an Essence Magazine festival where the brand also hosts parties).
DevaCurl, which also caters curly haired girls underrepresented in the Hair Care category, takes a more product and tutorial focused approach. To mark the one-year anniversary of curl defining cream SuperCream, DevaCurl snapped a week of tutorials addressing the needs of a variety of curls.
More established brands post less frequently on Snapchat, as almost every one accounts for less than 10% of content posted. However, larger brands can make up what they lack in customer engagement in scale. For example, Garnier embraced Snapchat with native ads in Snapchat Discover stories.