A few months ago, Beyoncé announced to her more than 319 million followers that she was launching a new business venture: Cécred (pronounced as ‘sacred’, or ‘sacred’, in Spanish), her new line of cosmetic and skin care products. hair.
“Hair care for all types of hair,” said the slogan boasted by the newly launched brand, which the singer claims she built from scratch and had poured everything she had “learned throughout my life.” Shampoos, conditioners and specific treatments; but also sells hair tools and accessories.
However, Beyoncé did not start promoting her products on the right foot. Hermetic as always, she decided to apply that same strategy to the advertising of her brand, something that did not sit too well with her fans. The singer shared a video on Instagram, in which she talked about how she had learned the secrets of hair care from her, but without “proof”, something that she did not convince.
“I love you so much Beyonce, but you’ll have to do better than this. We want to see you using the product,” one of her followers asked her. “We want to see you interacting with us. I understand your privacy, but Rihanna did a lot of tutorials when she launched Fenty. We need more personal videos.”
No sooner said than done. Unexpectedly, Beyoncé listened and decided to act on these criticisms, which she normally would have let go. Just a few hours ago, the singer became an absolute protagonist on social networks, precisely because of her hair. Not because of the thousand and one wigs that she must keep in her house, but because of her real hair, which she showed in a video on Instagram.
More than two million views on images in which the artist, this time, explains how the products work on her hair. For the first time, you can see Beyoncé’s real curly hair, how it is washed, conditioned, groomed, dried and styled.
“Now that Cécred is known for the quality and what it does for your hair, I think it’s time I show everyone what it does for my hair,” says the singer, who also narrates the video, while you can see what her trusted hairstylist, Neal Farinah, does to her hair.
In addition, she sends a message of confidence to her followers: “The stigma and misconception that many have is that people who wear wigs do not have long and healthy hair. That is nonsense because it is no one’s business.”
“Being disruptive and challenging everything that people think the process should be has always been exciting to me. My hair and my music seemed to do that a lot over the years,” the singer continues, explaining that years of experimenting with her hair for no less than 25 years has played a very important role in the development of her line.
With this video, the artist not only reveals that she constantly wears wigs – an open secret – but also that she keeps her hair healthy and strong, even if it is platinum blonde. In the clip, it is also clear that she used her own hair during the Cécred launch party, which could have been mistaken for extensions.
