Why Consumers Care About Influencers, and Why You Should Too

What do you think of when you hear the word “pudding”? For most people, it probably brings up some childhood memory of after-school snacks (or, unfortunately, Bill Cosby commercials). But one group of people who may have a very different answer is women who love their curly hair. Pantene Pro-V Curl Defining Pudding is a popular finishing-touch item in the brand’s Gold Series of hair care products. It helps curly hair stay moisturized, retaining its natural curl without frizzing.

According to several dozen product reviews I read, it also smells good and leaves hair shiny. The Curl Defining Pudding was often mentioned by influencers in Pantene’s Gold Series campaign in the early summer months of 2019. The Procter & Gamble brand chose 25 Black women who were Instagram influencers, with content centered on beauty, hair and lifestyle. Four of the influencers had a good number, but not millions, of subscribers on YouTube. Each was engaged to place at least one sponsored post apiece on each channel. The goal was to drive awareness of Pantene’s Gold Series Collection, which includes the Curl Defining Pudding.

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