The Kristin Ess Revolution: A lesson in beauty & branding
- Tiara Curow
- Feb 25, 2019
- 2 min read
Regardless of whether customer’s know Kristin Ess is the hands behind Lauren Conrad and Lucy Hale’s long lived blunt bobs, she’s been producing beauty hits like Cardi B. Target customers are making a quick switch to her products, and for good reason. I, being a close follower of all things Lauren Conrad since her last appearance in the Hills, have long since been a fan. But Ms. Ess’s fandom has grown substantially in this past year with the release of her rose gold shampoo, conditioner and temporary tint.
Ess’s monochromatically packaged products take residence in one of Target’s most visited isle, the premium hair section. A pedestal of assorted premium hair products for just about everyone is available at reasonable price points.
Woman are decorating their bathrooms with these unmistakable bottles spanning from purple conditioner for the dulling blonde or $10 hair water to refresh mid-day natural curls. But can we pinpoint the appeal?
Is it that we are receiving celebrity hair stylist quality at a price that doesn’t make us have to skip a morning coffee run? Is it the striking emerald, millennial pink and charcoal cylinder packaging with the “zip-lock technology” assurance, even though none of us know wtf that means? Whatever it is, it’s working.
In my personal opinion, I think this brand offers the affordable luxury that woman in their 20s and 30s are looking for. Shopping for your hair is like shopping for food, we want what looks best and is good for us, and Kristin doesn’t make us choose. It’s been almost a year and we haven’t heard a negative peep yet, and these 4.5 star ratings do not lie. This stellar stylists is taking the hair care industry by storm and Treseme is QUAKING.
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