Marketing in the news

 I decided to look into the K18 dry shampoo commercial with influencer Alix Earle featured in the commercial. I chose this advertisement because I have been intrigued by Earles expedited rise to fame. She has quickly taken over the world of social media and since graduating from college at University of Miami she has made her way into the world of business and marketing. 

In Entertainment Tonights article, "Alix Earle keeps the hair party going with K18s revolutionary new dry shampoo" the writer discusses how Alix is known as party/it girl of social media. They also touch on Alix's podcast "Hot mess" which portrays Alix as someone who is all over the place and not well kept. K18 has become a leading company in reversing hair damage and with coming out with a new dry shampoo they are expanding their brand. 

K18's value proposition is being known for repairing hair that is seemingly a lost cause. They are a high end hair care company that is quickly taking over the hair industry for the before and after results of their products. They utilize partnerships with hair stylists that have a following on social media to help push their products to the public. 

By including Alix Earle in this advertisement they are not only reaching a wider audience but they are also convincing people to buy their products. In this age of consumerism, girls who follow and idolize Earle will see this ad and immediately be convinced to make the purchase of the dry shampoo. We no longer get our advertisements from commercials or magazines but now we focus more on the people we enjoy watching day to day and the products we see them use. By including someone in their ad with so much influence over girls that dream of being like the girls they follow, K18 will get more people to talk about and buy their product. 

The one critique I have about this ad is honestly the simplicity of it. I believe Earle is so big amongst young adult women who are invested in her life and know so much about who she is and her day to day, K18 could have included more of Alix's personality in the commercial. This would have been risky becuase those who do not of Earle might not understand or be persuaded by the commercial; however, the group of people who watch Alix would be even more persuaded by the ad than they already were.

If I was the brand manager I would focus on sending this product out to major figures in social media primarily hair stylists. This would be a great way to get people to see their product in use and be more interested in the brand. These consumers also trust the opinions of these people and lower the amount of time taken while deciding whether to purchase the product of not. 

From this article I learned more about how todays day and age of marketing is ever changing and growing. Companies even a couple years ago were able to rely on youtube ads and ads shown on tik tok where as now they must utilize influencer and famous peoples partnerships. 

https://www.etonline.com/alix-earle-keeps-the-hair-party-going-with-k18s-revolutionary-new-dry-shampoo-222671

https://www.youtube.com/watch?v=BWiyetsC4lE