The Last Word: The Thoughts of a Beauty Blogger
Can We Talk? Content Marketing and the Power of the Written Word.
Recently I was invited into a discussion concerning the recent Facebook page ad, in which Infusium 23 posted that "80% of Americans Wash Their Hair 2X a Day." A fellow MUA and blogger asked for my views on the topic, you can check out Sondra "Kitty Speaks" Jones' Google Plus post, in which she shares her opinion on the subject: https://plus.google.com/+SondraJonesKittySpeaks/posts/b1PvNzpZRHL. Let me just say, as a women of color, with one of the coarsest hair types and lowest hair porosity, frequent washing; washes out my natural oils, causes dryness, and eventually breakage. The real question, is whether or not companies are making false claims on social media in support of their brand to reach sales goals?
So, being the cyber detective, and curious person that I am, I dug a little deeper. I started with the Facebook post in question. In the post, was the picture of a nondescript white female apparently having her hair washed with the above statement emblazoned across the ad. There were likes and comments, even Sondra admits she likes the product. I saw no disclaimers or links to statistical information in the post to support or negate what was stated within the ad. When a Facebook commenter questioned the advertistment, she was given an 800 number for customer service and the marketing department's email address, and apparently for the company rep., that answered the question, case closed. Personally, I can understand why commenters were questioning the validity of the post. In our cyberage more and more companies are beginning to use content creation as a marketing tool, but ethical dilemmas can potentially come into play when online content is sales driven. One such ethical dilemma, is whether the consumer is being given accurate information? I took the red pill and slide deeper down the rabbit hole!
My search led me to multiple sites that had commentary on the subject. The earliest topic that stated the claim verbatim that I could find was in an old hair forum. Feeling a little let down when I found the link to the forum, but no reference to the claim, but as I continued to read the comments within the thread, Eureka! I found Zion. In a comment thread, dated August 2010, was the link to the original source of the claim. The commenter shared the website address to source of the statement. I found the original statement at the Hair Science website, operated by L'Oreal of Paris, yep that's right the beauty and skin conglomerate! What I gained was some insight into the marketing of this multi-billion dollar company and a whole new respect for it. L'Oreal clearly stated, "... every hair and head of hair are absolutely unique," and that their figures for the statement was based on averages. Clearly the Facebook post is bordering on the thin line of ethics, by sharing and posting a statement not supported by how the information was gathered, but there is also a thin line between love and hate!
I personally feel that, top priority for marketing companies should be the ethical fortitude of it's online content, but I will let you judge for yourself. I have shared the links to both the Infusium23 Facebook ad post and the Hair Science websites in which the information was originally presented below: