Tracee Ellis Ross Pattern: Girlfriends Cast Reunite in Ad

Tracee Ellis Ross’ Pattern Launches frist TV Commercial, Pioneering “Launchification” Strategy

Pattern, the haircare brand founded by actress Tracee Ellis Ross, is breaking new ground with its first-ever television commercial, marking a significant shift from its traditionally digital-first marketing approach. The campaign aims to elevate Pattern from a burgeoning startup to a lasting presence in the textured hair market, capitalizing on a 25% year-to-date increase in retail sales.

the 60-second spot, centered around the concept of “cocktailing” – layering and mixing haircare products without flaking or pilling – features Ellis Ross as the “Chief CURLtender,” playfully serving up haircare concoctions to her former co-stars from the hit television series Girlfriends. Directed by child and produced in collaboration with ATTN, De La Revolución, and Prettybird, the commercial will air across major streaming platforms including Roku, Hulu, Disney+, and Paramount+.

This expansion into television advertising is accompanied by a robust social media campaign featuring clips from the commercial, behind-the-scenes content, and interviews. Pattern’s ecommerce site has also been updated with a dedicated landing page, playfully assigning “cocktail nicknames” to each product category – with heat tools branded as “garnishes.”

Did you know?—PatternS move to television advertising follows a trend of digitally native brands expanding into traditional media to reach a broader audience and build brand recognition. This strategy can substantially boost brand awareness and credibility.

From Cocktailing to Commercial: A Creative Genesis

The commercial’s narrative directly reflects the core beliefs of Pattern: the art of “cocktailing.” According to a company release, this practise – customizing haircare routines by combining different products – served as the initial inspiration for the ad’s concept. The various “cocktails” ordered throughout the spot showcase the diverse range of Pattern products.

“We wanted to find a way to merge the world of hair care, hair care as self care, cocktailing, and comedy,” Ellis Ross explained. The inclusion of the Girlfriends cast, an idea that came to Ellis Ross spontaneously, adds a layer of nostalgia and humor to the campaign, coinciding with the show’s twenty-fifth anniversary.

Reader question:—How vital is celebrity endorsement in the beauty industry today? Does having a recognizable face like tracee Ellis Ross significantly impact a brand’s success, or are product quality and marketing more crucial? Share your thoughts!

beyond New Launches: The “Launchification” Strategy

Ellis Ross is strategically shifting Pattern’s growth model away from a reliance on constant new product launches. Rather,the brand is embracing a strategy dubbed “launchification,” which involves revitalizing existing products through complete marketing campaigns,effectively presenting them as new to consumers.

This approach has already proven successful, with a dedicated campaign focused on Pattern’s curl gel treatment resulting in a 200% increase in direct-to-consumer sales. “if that’s working on a one-product strategy, then we can do that in a larger way that really represents the whole full brand and narrative of the brand,” Ellis Ross stated. The new commercial is a direct extension of this successful tactic,aiming to amplify the visibility of Pattern’s entire product line.

A Synergistic Campaign with “tracee Travels”

The timing of the commercial launch is strategically aligned with the premiere of Ellis Ross’ forthcoming solo travel show, Tracee Travels, on Roku. A shoppable version of the commercial will be integrated into the show’s broadcast, leveraging Roku’s technology that allows viewers to purchase products directly through their remote control while watching.

“One of the reasons I did the show on Roku is they offer technology where you can actually buy products with your remote control and cocktailing within the show,” Ellis Ross noted,highlighting the seamless integration of entertainment and commerce.

This multifaceted campaign underscores Pattern’s ambition to not only increase brand awareness within the textured hair community but also to establish itself as a long-term leader in the industry. The focus on existing products, coupled with innovative marketing strategies and a strong brand identity, positions Pattern for sustained growth and enduring relevance.

Beyond the Commercial: Tracee ellis ross’s Multifaceted Business Ventures and the Future of Pattern

The debut of Pattern’s first television commercial is just one facet of Tracee Ellis Ross’s expanding business empire. Beyond her role as the founder and face of Pattern,Ross is leveraging her platform to build a brand that extends into various entertainment and entrepreneurial endeavors. This strategic approach, marked by the “launchification” of existing products and the integration of commerce with her new show, Tracee Travels, paints a clear picture of her ambitions. This article delves deeper into Ross’s broader business strategy and offers insights into the future of the Pattern brand.

The success of Pattern Haircare can be attributed to specific factors, including Ross’s deep understanding of the textured hair market and a willingness to invest in innovative marketing. Ross’s choice to collaborate with her former Girlfriends co-stars in the commercial, a creative decision, as mentioned earlier, also proves her knack for recognizing opportunities to connect with her audience. By integrating Pattern into her travel show on Roku,Ross is further exploring the intersection of entertainment and commerce,allowing viewers to seamlessly discover and purchase her products while enjoying her content.

Expanding the Pattern universe: From Haircare to Lifestyle

Ross’s brand-building goes beyond solely haircare products. This approach helps build brand loyalty with her audience, while simultaneously creating new avenues for revenue.The launch of Tracee Travels is a perfect example of this strategy in action.

• Show Integration: The shoppable integration in Tracee Travels perfectly complements Ross’ desire to integrate Pattern products into entertainment.
• Brand synergy: The commercial seamlessly folds into the show by integrating with pre-existing content.

This strategic alignment showcases her understanding of how to create a cohesive brand experience. Ross is cultivating a loyal brand following across different platforms.

What exactly is “launchification”? Simply put, launchification is refreshing established products with fresh campaigns, effectively reintroducing them to consumers.

By focusing on existing products and amplifying their visibility, Pattern reduces the expenses involved with creating new products. This approach also allows Pattern to capitalize on its already strong brand reputation.The method is designed to extend product lifecycles and generate sustained customer engagement.

The Future of Textured Haircare and Beyond

The textured hair market is experiencing rapid growth. This growth is largely driven by a greater understanding of the nuances of different hair types, plus a demand for specialized products.

Pattern’s emphasis on “cocktailing” and customized routines positions the brand for long-term success. This method distinguishes it from competitors who offer generic solutions.

As Pattern evolves, the brand could potentially expand into new lifestyle categories, leveraging Ross’s influential presence and strong brand identity further. Future product developments might include hair accessories, tools, and collaborations that align with the brand’s core values. Ross’s forward-thinking approach and emphasis on inclusivity positions the brand as a long-standing player in a competitive market.The “launchification” strategy, combined with innovative marketing and strategic partnerships, is a testament to her business acumen.

Expert Insight: Tracee Ellis Ross’s entrepreneurial journey highlights the power of a strong brand identity and the importance of adapting to market trends. Her ability to integrate entertainment with commerce is a key differentiator. this multifaceted approach could serve as a model for other celebrity-founded brands.

FAQs about Pattern and Tracee Ellis Ross’s Ventures

How does Tracee Ellis Ross balance her acting career with her entrepreneurial ventures?

Ross has always maintained that her success is centered around the value of time management, strategic planning, and surrounding herself with teams that align with her brand’s core values.

What makes Pattern different from other haircare brands for textured hair?

Pattern’s unique “cocktailing” approach, its product focus on different hair textures, and Tracee Ellis ross’s personal involvement are key differentiators.

<