The Launch of Cécred by Beyoncé

Cécred is Beyoncé Knowles Carter's newest retail venture, this time into haircare. The brand will sell a wide range of hair care products from shampoo (which I assume to be their cash cow) to conditioners, oils and even a very strange looking shaking vessel. This video begins an analysis into the launch of the brand and the brand's positioning in relation specifically to the past complaints known from her other brands and how they plan to tackle those in a mildly saturated market. In the end, I do think the launch will be successful, but I'm as-of-yet unsure it will have major longevity without a clear product-based differentiator (which they may already be beginning with the tease of honey as their star product), especially if other major celebrities go into producing hair care products.
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[@jmunroe]

I think I would probably buy a haircare line from Solange before Beyonce, only because she's shared her natural hair journey publicly, drom the big chop to growing her hair back out.

[@underskinYT]

I was thinking this too

[@tiaramarie1356]

I agree.

[@user-ci2sy5jb2j]

Facts

[@Opie1971]

Agreed!

[@winehousted90]

Same !! I wish Solange did , I would buy it

[@traumaqueeen]

She lacks authenticity, because she is very out of touch, literally, its difficult to get a glimpse of the real Beyonce, everything she shares is so carefully curated. How can you launch a haircare line, when we have never seen your real hair? Its hard to feel personally connected to Beyonce the person.

[@carvitqmilate9244]

I think she just want to know have beauty brand like other singer such Rihanna, Ariana grande, Selena Gomez,hasley and Harry styles

[@annapetryk]

Hmmm she should release a wig line 😅

[@adxd1002]

I don’t get this sentiment, do people want to see her hollering on Instagram live like Cardi B and Summer Walker? It’s not by force..

[@blazingstar9638]

@@adxd1002that’s not necessary

[@babyballer3105]

That´s wrong, she has worn her natural hair many times thought the years.

[@musanyathi2298]

We know more about J-Z's hair journey than Bey. I can't tell her real hair from wigs and weaves. I think she's late in the game with some probably overpriced shit...

[@zflw64]

You saying that is really wild because it's true.

[@faith9224]

😂😂😂😂😂 true

[@TaureanBaby]

For real!

[@eileenha4833]

😂😂😂😂😂facts

[@underskinYT]

💀

[@emmanuellebeki]

Personally as a person with 4c hair, I won’t buy the brand: - 1rst, Beyonce is well known for her wig, not for her natural hair. I remember the day she posted her picture on her instagram and people went wild bcs she showed her natural hair. You want to buy products from a person who show her natural hair 2 times every 3 years ?! Not me 🤷🏾‍♀️ -2nd, history have proven that product who do not target a specific type of hair ( from straight to kinky), can not be beneficial for everyone. In that case we all know that those brands prioritize straight hair than other type… This is the reason why black peoples create their own products that suits kinky hair the best. This is a cash grab for me, even if it’s well made, still a cash grab . There is tons of haircare line that deeply care for type 4 hair customers . I prefer giving my money on those.

[@bonnieali5325]

My sentiments exactly....

[@aquagamer1212]

*cash grab, not cash bag 💕💕

[@emmanuellebeki]

@@aquagamer1212 Thank you English is not my first language 🙈 I will correct that

[@_LadyWhistledown_]

I didn't even think about that. I'll stick to camille rose

[@SableDevon]

Beyoncé hair is long and healthy her mom was a stylist before anything I guess you have to be a fan to know.

[@zoemumba5420]

I feel like she needs to have authentic video content showing how she uses the products, and also her unfiltered natural hair. Carefully curated stills are not going to entice people to buy it

[@blonded.6668]

yess a vogue beauty secrets or something

[@underskinYT]

Right now, the adverts almost feel like a music video

[@user-ci2sy5jb2j]

If she speaks it will show she’s not passionate about her products and knows nothing. It’s her mothers dream to own hair products and she’s trying to convince us it’s her own

[@SR-kz9un]

My sentiments exactly. Rn is feels like another money grab just like Ivy Park. It's bound to flop if she doesn't switch it up and be more active by showing interest in her own brand. I sure as hell wouldn't buy any product in her haircare line,because again it feels inauthentic.

[@CristinaF210]

@@underskinYT i never expected more and surprised if others did, BUT im not a fan of hers so i dont know much about her either i do like your channel very much

[@ruthjuliana9222]

She didn’t need to be the face of her hair care brand. I think it should have been her mum, her sister or her daughter. People don’t relate to Beyoncé. Now they are telling us she has scalp issues which might be true however 95% of the time her fans see her, she’s in a wig and she has never talked about having hair issues before. We’ve never seen her do her hair before.

[@underskinYT]

It absolutely couldve been her mothers brand and felt more authentic

[@vm1ccc]

She has shown her hair many times you just assume its a wig. Her hair is really long. She does wear wigs but he wears her hair out too

[@dollysclub]

@@vm1cccBut people don’t equate Beyoncè and natural hair which is the point. The marketing is not done properly. Hence why her past brands like Dereon or whatever doesn’t have longevity. It’s a quick check but pointless because she already has checks

[@mizzbambam2008]

I agree I don't think she should be the face of it. However she's definitely talked about and showed her hair before many times. Even has videos of her mom doing her natural. Her natural hair was such a big topic Tina even did a response video to it. Her natural hair is dam near the length of a lot of her wigs and she dyes it the same color as her wigs. But none the less, I probably would have tried it of I didn't know it was from her. She has enough money lol.

[@mizzbambam2008]

I think if you've never come across her videos of her hair, you wouldn't equate natural hair with her. But if you're aware of her hair, you'd most definitely connect the two.

[@Tamimonx]

I think she should’ve come out with a silk press or blow out system first or like a hair dye line featuring some of her iconic blondes and colours she’s rocked throughout her career.

[@CrownedxKay]

From the few shampoo products I seen they are keratin based and clarifiers so would work for blowout & silk presses, the biggest critique much like her parfum is she tries to appease and appeal to everyone in MASS and it misses the mark!

[@Tamimonx]

@@CrownedxKay Exactly! That's what I meant about her coming out with a silk press/blow out specific system a la Mizani, Design Essentials and CHI. Fill a void in the celebrity beauty space like Fenty did with the foundations. She has a target audience right there! Her blonde hair and how she wears it is what makes her iconic, it would be stupid to not CAPITALIZE on that 🤦🏾‍♀️

[@Justcetriyaart]

Yeah line of blond dye and after treatment would have been great

[@Opie1971]

That would have made so much more sense. She’s dropping the ball. This definitely ain’t it.

[@rutho.6282]

Yeaaaaa

[@xsashoy]

I think the brand launch feels very underwhelming and inauthentic. I get that she leaned on her mother's salon story BUT what about her as an individual? What was your hair journey like? Where are the bathroom tutorials? Also, the branding doesn't FEEL like her public persona. Fenty worked because it embodied Rihanna's edginess AND solved a problem. Honestly, Bey should have focused on luxe styling products that DON'T damage textured hair. Gels, Mouses, Hair Spray, Tools etc. Play into that empowering stage persona! That way she can retain the mystique that she prefers.

[@NoOne-wt3sv]

Genius.

[@CrownedxKay]

I agree, everything is highly-curated and produced when haircare’s so personable…The 2nd iteration is supposedly for hot tools & styling products (She applied for these trademark classes) but like you said the brand should’ve been centered on that to embody her Stage persona❣🤗

[@underskinYT]

I actually love your idea about gels and mousses that don’t damage textured hair. But I want to point out something that I noticed that I almost added into the video but I ended up not; do you notice how all of her brands so far have been tied to what her mother wanted? Her mother wanted to be a designer, so she did house of Dereon, and she did Topshop, both of which her mum had a stake in, and now her hair care brand is inspired by her mum‘s hair salon. It’s just curious and I wonder if any of these ideas were actually hers

[@Justcetriyaart]

​@@underskinYTI think that's been the history in general for and her sisters?

[@xsashoy]

@@underskinYT My thoughts exactly. Maybe she did this to fulfil her mom's dreams 🤷🏽‍♀

[@JaylonBrooke]

I don’t think Beyoncé knows how to be an influencer, just an entertainer. I can’t think of one trend Beyoncé created. I was surprised we even heard her speak in the Super Bowl commercial.

[@cecegiles7753]

Beyonce knows her name will sell the product despite the fact we NEVER see her natural hair😂😂😂, but sheep will bow down and buy😂😂😂

[@alessiar3260]

Definitely influences (Telfar, Silver/chrome trend the whole year) but not in an “influencer” way where she shows or talks to people about stuff and they buy.

[@SableDevon]

All these women wearing bodysuits because of Beyoncé the type of blonde she wears, the brim hats so plenty really.

[@nafeeyk3340]

@@SableDevonagree w all you said but the brim hat. erykah badu is the queen of wide brim hats and always has been in my opinion 💖

[@mymasmith7848]

Madonna started the leotard wayyyyyyy back when. Who's that girl era.. @@SableDevon

[@roxannemapache826]

I’m a natural hair girly and have no plans purchasing Beyonces hairline. I purchased Tracee Ellis Ross’s collection because she’s known for her natural hair. Beyoncé couldn’t sell me a hairline kit sorry

[@aliciapinkcotarot]

Okay no one cares

[@motomutant]

@@aliciapinkcotarotHELP

[@faith9224]

Same😂

[@jadaony4145]

@@aliciapinkcotarotlol she’s acting like she’s being forced to buy

[@faymelanin5063]

Fax

[@applejellypucci]

This lady has probably not washed her own hair in 20 years.

[@underskinYT]

Ill bet 21 years

[@alinawagner-4037]

😂

[@yellowminivan8402]

That's very mean of you. I'm sure in a few weeks you'll realize just how much work was put into developing these products. Hopefully you'll eat your own words. ​@@underskinYT

[@Chosennotbroken]

😂😂😂😂😂

[@AJGaming-wh8rf]

BW are BW's biggest haters.

[@millicentlopez3592]

I'll stick to Shea Moisture, Amla and Castor Oil

[@underskinYT]

It might be better than an all-hair-types shampoo 😂😂

[@millicentlopez3592]

@@underskinYT what is an all hairtypes shampoo if curly hair needs moisture and straight hair gets greasy? Lord fix it

[@inyenyenzi]

Kinky Curly Curling Custard, Uncle Funky's Curly Magic, Camille Rose Curl Maker, Shea Moisture Hibiscus Shampoo are the gold standard for natural hair care products and pricing. They are tried and true products which actually work, any pricing above these and $20 is too high for a product you will repeatedly have to purchase regardless of how wealthy you are.

[@user-us4tp2pt5i]

Yes ma'am and Soulatnics is a stable . Plus, her products are expensive.

[@shopece8807]

I don't know those first 3 but my 4a/4b hair is curious!

[@inyenyenzi]

@@shopece8807 Babe, where have you been? But we are glad you manifested the best hair you will ever have. Those 3 are the OGs with cult followings🤣. Here's what we do - start with a hot oil treatment, coconut plus castor oil, cleanse with shea moisture hibiscus shampoo, deep condition if you like and then use any one of the stylers - you can add some castor oil and glycerin before the styler if you like and twist, let it dry under a dryer(faster), unravel your twists and enjoy your best hair. I have the same hair type and this is my routine.

[@TaureanBaby]

@@user-us4tp2pt5i Thank you for the new option. I will check out the website.

[@TaureanBaby]

I love Qhemet Biologics Amla & Castor Heavy Cream for thick kinky hair.

[@tablemade]

Absolutely love Beyonce but she really should have launched a wig line. We are used to seeing her with those. I can’t trust someone with a natural hair care, who rarely shows her natural hair :/.

[@Kollextionm]

This !!!!!!!!! No shade

[@mlw9195]

yall keep saying that but yall dont realize that will cheapen her brand

[@underskinYT]

Wigs are a much smaller demo than shampoo, I bet thats why (she couldve done wig shampoo with it tho)

[@tablemade]

@@mlw9195 I wholeheartedly disagree. People are literally spending thousands on extensions across several different socioeconomic groups. It’s underserved market for reliable sources that people are literally paying on average (in my area) $1.5K - $2K per install, not including the installation. With everything, there’s tiers like Toyota versus Mercedes and with her brand power she really could have even launch at luxury price point and it would have more genuine to her brand.

[@tablemade]

@@underskinYTAgreed but imagine if it were the reversed. She launches hair extensions so the next product segway is hair care, i.e how to care for what is “under the wig.” Her natural hair is gorgeous but she rarely shows it so the brand story could be here’s why: “I protect my hair both, both cosmetically with extensions and product.” I feel like many people would run to that because it feels like truth. Btw, absolutely LOVE your channels. I’m a retail junkie so I absolutely learning more about the business of a brand. 🤎

[@balenxigaga5701]

not people who's wearing wig everytime she stepped out of her bedroom tryna sell you things you don't need & they don't even use 😭😭😭

[@underskinYT]

Do you believe she *would* use it tho?

[@balenxigaga5701]

@@underskinYT she might wash her wigs with it, idk about her natural hair bc it's never seen to the public

[@tamarangambi8983]

Kim is different because she sells exactly what she is... make up, shape wear. Beyoncé never wears her hair

[@roxannemapache826]

Let’s not forget that Kim has many failed businesses until she finally found her niche with Skims. Beyoncé needs to find her niche, but it’s not gonna be natural hair!

[@underskinYT]

Kim has better business people around her because thats her primary job. I adore the Gredes for their work, but Beyonce is more concerned with the music industry so just doesnt have targeted help

[@tamarangambi8983]

@@roxannemapache826 true

[@tamarangambi8983]

@@underskinYT also true

[@Misspastryface]

She’s worn her hair plenty, including on tour and on red carpets, you just assume its a wig every time 💀

[@zazlar4228]

Beyoncé always has to throw out childhood videos, have her mother be in photo shoots, talk about her mothers salon 🙄 the narrative to be relatable is always so predictable, fixed and forced. She needs to just be herself, make appearances, interact with the fans, do tutorials, just be authentic and herself. Even if she promotes the brand publicly, she doesn’t have to talk about anything but her hair, how to use the products and light hearted jokes. Rihanna and Kim k did incredibly well with their brands because they connected with the audience authentically. B has what it takes to create a billion dollar product line.

[@underskinYT]

I was thinking this actually, why is it that in every brand she makes it always comes from her mother? Her mother wanted to be a designer and design the costumes for Destiny’s Child, so she had house of dereon and Ivy Park, and now she had a hair salon, so she’s having a haircare brand. It’s interesting because it makes it seem like Tina is projecting through Beyoncé

[@chacha2321]

@@underskinYTher mom was also a part of a small singing group when she was younger. She lives through her seriously.

[@yasinradee]

This would make sense if it was Ms. Tina's hair care line.

[@skyexmonique]

But then the masses wouldn't run to buy it, Beyoncé's name will sell the product.

[@BeautyOutspoken]

I think her mom will be a huge part of marketing

[@LotsofLisa]

That’s what I said. Her mom is literally a hair stylist

[@underskinYT]

Thats what I think too tbh, and sure it may sell less on launch, but they could easily of just had it endorsed by Beyonce for a similar effect

[@mariejane1567]

yes like uncle funkys she just needed "Mama Tina's"......

[@corhydron111]

When she announced it I literally said to myself "whoa she watches understitch!" because of what you said in the Ivy Park video about what she should do next

[@underskinYT]

I influence all, but most prominently Beyoncé who now keeps me in a basement with Sia

[@corhydron111]

Just watching and commenting along but your observation about the "for all hair types" promotion angle being obviously unrealistic really hits the nail on the head. There's a quiz on Cecred's website allowing you to find the best product for your hair type, and when you complete it it just shows you... all of their products. Like, no differentiation whatsoever.

[@carvitqmilate9244]

​@@underskinYTdang gurl how Sia doing , did she spill tea about Taylor swift Grammy 👀

[@crimsonred9280]

​@@underskinYT Please tell Sia I love her

[@nelsonmakay2522]

@@underskinYT corny

[@sopurdie3826]

When black women start wearing their hair in its natural state by the masses, we were met with products that promised us control of frizz, moisture and shine. Many models used in promotions had a smooth hair texture that was frankly an anomaly in the black community. Tracee E. Ross and Issa Rae showing their natural coils regularly, showed the end result in real time, allowing us to “see” the product could “achieve” on different textures allowing us to make a choice w/ celebrity hair care products. We have seen Beyoncé’s hair a few times, but like her, it is cloaked in mystery. I think that is we’re she loses in the long game. Her persona is so unattainable/ manufactured by the masses that we lose interest in what she is serving, and that is with all demographics. Would love to see her working in her bee farm like Kelis. It produces a connection. I would love to see her manipulate her coils like Tracee. I do understand that she is reaching all demographics, but like they say “ representation matters”, and I feel that black women have a particular perspective when ppl that look like us promotes any product. This is why I do think this is her target market even though it’s p.c. and good business to market for all. No one wants to leave money on the table. Look at her last few albums she knew her demographic. I hope it does well and we will truly get to see if her brand can hold people’s attention. It’s not a capsule collection like Ivy Park.

[@Unsweetened8618]

Trace Ellis Ross is Biracial. She doesn't have the same hair texture as Viola Davis.

[@sopurdie3826]

@@Unsweetened8618 exactly my point, there are a plethora of hair textures to suit the needs of different textures. Remember brands like Mixed Chicks, Miss Jessie’s? They were biracial owners whose curls were seen as the standard of attainment. The had many black women hating their curls. Now their are a variety of owners, models, and brand that praise all black hair types. Tracee does have ppl who can resonate with her hair types just like Issa. Seeing their hair styled on a regular is a different feel than Beyoncé showing her natural hair every now and then.

[@tristanjackson8736]

The Creator and owners of the hair care products you currently purchase, do you know them or access to them? No ! Cut it out and be happy more black women are claiming ownership in our hair care community.

[@dbrown5443]

@@Unsweetened8618 RIGHT!!! Good point!

[@sopurdie3826]

@@tristanjackson8736 I live in Atlanta, and there are very talented hair care product line owners that one can build with and talk about the products, some of the companies are large and some are small. When I lived in Miami for a short stint it was very hard to find quality products on the shelf to meet my haircare needs. I am very happy when ppl are giving options to consumers, but like the topic of the video speaks to marketing; I think she alienates many due to 1. She really doesn’t wear her natural hair in public 2. Her persona is shrouded in mystery which may make many consumers hesitant to buy her products.

[@makegoodfashion]

When I think of Beyonce and her fanbase I don't think of minimalism so the packaging was confusing to me and felt lazy. I feel that Beyonce needs to develop her own brand identity that she's known for. When I think of haircare and fashion she's not the first that comes to mind.

[@underskinYT]

Exactly

[@Justcetriyaart]

She could have watched what all her hands make and just offer that

[@traceylennon1204]

I think of Jennifer Lopez when it comes to fashion before I think of Beyoncé.

[@-Epiphany]

Im not a fan of hers but I thought the packaging looks beautiful...

[@adr12346]

The packaging and branding are nice, as is the brand story with the references to her mother's hair salon. But I'm not sure there's going to be a huge amount of difference between using these shampoos and using more affordable options. People pay a premium for brands like Kerestase or Oribe because it genuinely makes a difference to their hair. I think unless the product performance is wonderful, people might stick to their alternatives after perhaps trying the brand once, in this economy. But then again JVN seems to be doing alright! So maybe people will pay a large premium for the beyonce experience.

[@yveje9720]

JVN is good they have a leave in conditioner that I love. Honestly with this brand I think it will come down to how effective the product is.

[@underskinYT]

Oh 100% this isnt meant for repeat purchases 😅 its a product thats great for a launch but will struggle afterwards because its product isnt differentiated. Its just the question of if her fans can keep it afloat

[@gabrielmoro3d]

I don’t know if this is something you do or wish to do, but if I was a celebrity launching a brand I’d be 100% hiring you as a brand strategist. Fantastic analysis.

[@underskinYT]

Yeah, I am a brand consultant by day, I hope a lot of brands like this 🫣

[@underskinYT]

Help, not hope

[@gabrielmoro3d]

@@underskinYTlove that! Had to be 😄🩶

[@KerraBolton]

I will watch the video because it's irresistible (underskin + Beyoncé). But there's no way anyone will buy these products thinking they will have "Beyoncé hair." Her hair costs more than most people's houses. The brand could demonstrate value if it actually solves a customer problem like dehydrated hair.

[@mymasmith7848]

Whoever is her wig person, that person does a fantastic job and must get paid a tooonnn of money. Under a super strict non-disclosure agreement of course. So we shall never know. Never be able to touch that, be that, do that.

[@underskinYT]

Itll have a great launch imo, but itll heavily depend on the product if it survives. The thing is, people really seem to love to hate Beyonce products and so shes not really got the kind of power that they seem to think she has (as I mentioned about Ivy Park and Dereon) If they actually did make a great product, then itll do well because people will believe it, but my guess is it wont because it harps about inclusivity with hair types and yet only has the one shampoo

[@Misspastryface]

It does! The products are addressing the main hair concerns for textured hair, damage, dryness and frizz. Wish more people would actually look into it from the source instead of relying on other people’s analysis because something will always be amis.

[@tvtt5380]

So obsessed with the revolving door of cash grabs. Love it.

[@drc4168]

Haha me too

[@sheritamullings6533]

All businesses exist to make money beloved. Unless it's a non profit and even those ask for your money😂

[@drc4168]

@@sheritamullings6533 you've totally confused art with business. Was Mozart hawking skincare or clothing? Don't be so stupid and naive.

[@underskinYT]

All businesses exist to make money, yes, but not all businesses are planned to be a flash in the pan like cash grabs (which I assume this will be now we know more about the lack of product based differentiator

[@sheritamullings6533]

@underskinYT the key word here is you ASSUME. Since when is product based differentiator a guarantee of anything's quality and efficacy? Jessica Alba has made a ton off her clean company and there wasn't anything unique about it. Should we have just written it off because she is a celebrity so the default assumption is it's a cash grab?

[@jonellsequiraxo]

I say this as someone with type 4 hair…Something that I think a lot of people are getting wrong is that there is no such thing as products geared specifically for a certain curl pattern. That is a myth. Products that work for caucasian hair can work for textured & curly hair and vice versa. Your curl pattern does not dictate what products will work for you. You may need a thicker conditioner or leave-in if you have thicker hair, or a specific formulation for damaged hair, but your curl pattern has very little to do with it. Furthermore, my stylist who works exclusively with textured hair has told me that a lot of products marketed to black people have way too many heavy oils and butters and cause a lot of build up. I want my people to stop acting like we need some magical formulation geared towards us. All we need is a shampoo, conditioner, leave-in, styling product that works for you, a good shape and PATIENCE because it is the misinformation about our hair that has caused us more issues than anything. I understand wanting representation, I do. I understand being left out of the conversation. But that is not what’s happening here. If you don’t want to try the products because you think it’s another celebrity cash grab, fine. But saying that you won’t try it because it’s marketed for everyone and not just black hair is kinda wild TO ME. Olaplex is marketed for everyone and it works wonders for me and is used by many black stylists. Yet you see all races in their advertising. I encourage y’all to talk to more professionals. Also, regarding the wigs, you still have to take care of the hair UNDERNEATH.

[@underskinYT]

I truly dont know about shampoo formulation, but actually, the fact that the idea that we need separate shampoos is so prevalent means that it is something customers are looking for and as such can be sold. Wether we actually *need* separate shampoos or not is irrelevant as long as we believe that we do

[@jonellsequiraxo]

@@underskinYT you know, that’s a very good point - marketing is all about making us feel like we need something when we actually don’t for the most part lol

[@djlivvy46]

Thank you! I often see black women raving about Aussie, Tresemme, Suave and Giovanni but all of sudden we're boycotting because this range isn't exclusively targeted at black women?

[@eastc0astbaddest]

Because her brand is so “impersonal” I don’t see much long term success after this initial launch. Unless she does a hair tutorial or go live or something. I need to know she actually uses these products before investing.

[@foreverSbu]

Beyoncé is a business in a way most people don't understand. Her team have been through this idea and it will be a success.

[@eastc0astbaddest]

@@foreverSbu if her past retail ventures are any indicator then….ehh. She’ll definitely make a profit which is probably the goal. But in terms of seeing the type of buzz that Fenty & Savage has….that’s gonna take Beyoncé actually interacting with her fans and the products lol.

[@foreverSbu]

@@eastc0astbaddest and WE ALL KNOW she will NOT be interacting with anyone haha

[@underskinYT]

I agree that it will be good for a launch. Really the only celebrity brands that have the kind of genuine longevity are the ones with a product based differentiator that fills a need in the market, this certainly doesn’t

[@WilliamsPinch]

@@foreverSbujust like Ivy Park huh 😏 You people think she’s more marketable than she really is. Neither her nor her team understand their target consumer.

[@Mamitarococo69]

But she only wears wigs… another day another celebrity cash cow

[@underskinYT]

It’s a cash grab for sure, but at least this one is running with a really strong launch

[@Ogblkbarbie]

She should’ve launched a wig line because her wigs are amazing I know they’re custom-made but if she has input on how they’re made she could have a successful line of her own.

[@underskinYT]

It’s already a really saturated market though, and there’s less of a demographic for it, so it would’ve made less money. But, if this was a passion project as she is trying to make us believe that it is, there’s probably more authenticity in that.

[@user-us4tp2pt5i]

I get that she wants her privacy, and I respect that. However ,she could have meant the influencers and showed them about her products . This is tone deaf and I ain't buying shit

[@underskinYT]

She could have met the influencers in that ad 👏👏👏

[@Justcetriyaart]

Like Legen with Jakie and his skin care

[@corhydron111]

All that being said, I do like the packaging. I know the minimalist white container trend is on its way out, but I do like that there's a differentiation of shapes between bottles. I gotta appreciate that as a UX designer - this does wonders for accessibility.

[@underskinYT]

Yes for sure, came for a great reason, so its both practical and good looking. But innovation breeds creativity so I look forward to how we can continue that in the future with new packaging styles (or at least brands that arent just trying to follow trends)

[@davidpachecogarcia]

As an architect and UX designer, I like the sculpture like bottles. And I agree about the accessibility aspect. I think tactility is something brands don’t explore a lot. While distinctive I t’s not saying “Beyoncé” to me. 🤔

[@user-us4tp2pt5i]

I like the packaging, but sadly, she copied Kim K skincare package .

[@aquagamer1212]

@@user-us4tp2pt5ino she didn’t, just because they’re a similar color doesn’t make it copying.

[@Justcetriyaart]

​@@davidpachecogarcia could they not change the bottle color?

[@NoOne-wt3sv]

I think with this new album she is promoting it would help if she actually wore her hair natural styles, out and about and obviously on her next tour to help bridge the gap with her spectators/supporters. It would shut up the haters and help flush the die-hard fans.

[@underskinYT]

Yeah, right, just a few times and that argument would be moot

[@bagloverlux]

I think releasing singles and an upcoming album around the time she is launching hair products is another mistake she is making. Do you want to be taken seriously as a businesswoman or musical artiste? She'd need to have to separate the two worlds. Anyway, it's going to be another flop.

[@Slayyben]

I have curly 3B hair and psoriasis on my scalp. I love the Tracey Ellis Ross line because the cleansing shampoo keeps my psoriasis at bay and she sells jumbo conditioner bottles. Curly hair needs triple the conditioner and when I see jumbo conditioner bottles I know the team behind the hair line is truly marketing to curly haired people. It’s a small way of telling. The fact she doesn’t offer this tells me she had a team create this. It’s not surprising. Still one of the greatest entertainers ever. 🐝

[@underskinYT]

Right, completely, they know their audience very well, TER’s brand is very authentic in a way Beyoncé’s isnt

[@nancybreaux9684]

Agreed

[@NoOne-wt3sv]

What could help breaking the glass ceiling of her and her family looking down at us with this line is have 1-on-1 videos just her, Tina, Blue, Rumi - even Jay on video and how they use the products and what their hair care secrets are.

[@underskinYT]

But do you think Tina would do that? She always seems like she is very troubled to be wherever she is and very annoyed at having to share her life. Did you see her at Luar? She looked really angry to be there 🤷

[@mariannamohammed4489]

I’m surprised you haven’t done one of these on Dolce & Gabbana yet they’re soooo messy lmfao

[@underskinYT]

I just dont really want to promote them in any way. We know that all press is good press and that any kind of attention can lead to sales, so the only thing I can think of to do is to not talk about them 🤷

[@i0xiaY]

@@underskinYTI have no idea about what’s going on with them. Like in a sense I am not aware, did something happen? Is it that bad?

[@underskinYT]

@@i0xiaY Theyre pumping a lot of money into trying to come back. Best to ignore them really

[@arehoneb]

Great video once again. I'm interested to see how this business venture will grow and it's longevity.

[@underskinYT]

Thanks for always watching 🩵

[@MsRamington]

She should have gotten her sister Solange as the face of the brand that's worn her hair more natural AND versatile than Beyonce. The problem with Beyonce is that she is out of touch with a market, she designs products her own music audiences don't buy. She is not authentic, she has personas and plays characters - who can relate to that? Beyonce doesn't interact or speak or engage with her audience, if you want to be worshipped become a statue - if you want to sell products become a charismatic salesperson. She is the former.

[@underskinYT]

I still dont understand why its not Tinas brand tbh

[@Opie1971]

She needs to take a page out of Tracee Ellis Ross’s book with her Pattern hair care line. Do hair care demo’s of her actually using her products on her own natural hair. Show up rocking her natural hair. How can you trust a product when you never see the owner using it. Allowing consumers to see her hair in its natural state. Is it healthy? If her natural hair is never seen, how or why would I believe in any product she produces? The bottles need to be redesigned for functionality in the shower. Shampoo Day is already a dreaded day to begin with. The last thing you want happening is bottles dropping/slipping out of your hands while in the middle of your hair care ritual. I wish her well and all the success in the world.

[@underskinYT]

Honestly she couldve just asked her audience what they wanted instead of just assuming 😅

[@Opie1971]

@@underskinYT Very true. I don’t understand why not follow the examples of the very successful celebs that came before. i.e. Iman, Tracee, Rihanna, Lizzo and Issa. Market to OUR people. Them other folks will still buy it, no matter what it is. I’ll never understand why nothing she’s come out with has used bees and/or honey for marketing as well as design. I just thought of something… Maybe, just maybe the reason she hasn’t used a bees theme is Marc Jacobs has licensing for bees/honey themed products because of his parfum Honey. It’s wild reasoning I know, but I’m trying to give her (her marketing team) a plausible reason of doubt. 😅

[@chelseadean6386]

I like U. You’re my kind of people - as u pay attention to the small things. ❤

[@Ash2theB]

After reading the comments...People expected a hair care line for a long time and now she launches one people are unimpressed or see it as a cash grab. You can't make this up but now y'all want a wig line 😂. Many in the industry wear wigs, partials, and clip ins so why are we even wondering if she still does or not. I remember in the early 2010s she was getting flack for wearing wigs and so she decided to go without for a minute. The branding as a Graphic designer myself is strong and well thought out and I wondered about Bey diversifying her brand identity outside of her clothing/fashion and perfumes. But of course, Brand recognition and influence are important.

[@underskinYT]

I think the thing is, we can want something, but when it doesn’t live up to expectations or is not particularly on brand, then it can be difficult to process

[@faymelanin5063]

This wouldve worked years ago I feel like she kinda late doing this. Ppl now are way to aware of hair in general. We all know she wears wigs. Shes not Known to have natural beautiful hair.

[@underskinYT]

I dont know if it wouldve worked before either tbh. They need a stronger product if they expect to last

[@kyla3635]

If Beyonce does a vid using the products on her real hair, the sales will go through the roof.

[@underskinYT]

She is in the video, having her hair shampooed to be fair

[@alwaysyourszoe]

"Cécred" is so flipping clever and cool that i really think she just wanted to slap it on something, i absolutely would !

[@underskinYT]

I think it could be the name of a fine jewellery brand tbh

[@yassercastillo2607]

The happy Beyoncé supply chain sent me 😂

[@underskinYT]

Im glad someone commented about it, I was happy with that 💀

[@disneytoysr4fun975]

Unfortunately for Beyoncé a lot of people have doubts about her real hair. It got so bad that her mother had to post videos of her combing thru Beyonce’s hair to prove jt was real. I think she will have to dye her hair dark brown and wear it in its curly state like Tia for people to think its real. She has spent too many years in a straight blonde wig for the public to be able to differentiate between that and her real straightened bleached hair.

[@underskinYT]

I still think they could use that to market it though, it’s not like she doesn’t wash the wigs, it would be really funny to see that

[@asdf242]

i haven’t watched the video yet but @underskin, i love how you respond to these comments, i can see your personality and i really enjoy that!

[@underskinYT]

20% humour 80% genuine interest 🩵😂

[@drag-ha]

I am a Beyoncé Stan but I do understand the criticism. She made a decision long ago for her mental health and it has affected her business ventures. I do hope this does well.

[@underskinYT]

Right, I also respect her decision, but theres also a team around her that doesnt seem to get it either. Barbara Streisand and Mariah Carey are also in that kind of untouchable kinda snobby diva category and they seem to understand that thats our perception of them and they play with it and are able to monetise it. Beyonces team seems to think we think of her as a home grown country girl who does sports and has hair. But its really not how we see her, theres a disconnect. And frankly, with said disconnect it makes it impossible to know what the customer wants in order to deliver it

[@peacheskong2245]

You should have waited a lil longer before posting this video😂. The reviews have only started coming in this week, they sound very reasonable and promising. She got herself an actual good team together to do the formulation and packaging, I believe that is the main difference. I know she hasn't the greatest record in terms of her businesses, but I was holding out some judgement here because of her mother's involvement. She might have herself an actual winning business on her hand, at last. edit:spelling

[@underskinYT]

I wanted the video to be pre-launch really so that i can revisit it in a later analysis video where I can go more in depth about things. That way I can compare expectation and result. But actually, her mother has been heavily involved in all three businesses and though the packaging is so pretty, you have to admit its not very on brand. I see Kim Kardashian in it before I see Beyonce

[@Yvonne-ox8sv]

She needs to sell hair ! Thats what we want , we love her wigs ! Hair or shoes we can dance all night in , i dont know why she keeps doing this

[@underskinYT]

Didnt house or dereon have shoes?

[@Yvonne-ox8sv]

I don’t think she was a global icon then . She was seen more as a black icon . Now is the time , Rihanna has proved it’s possible to have a successful shoe line . She can partner with pharell at louis vuitton or loubiton start of by creating a capsule collection

[@user-us4tp2pt5i]

I am sorry, but she is tone deaf. The fact that she realased her hair products with no influencers or a get ready for me . I love Beyonce, but I am not buying her hair products .

[@underskinYT]

There were influencers, bretman rock was in the advert. But yeah, she couldve done a get ready with me

[@dollyrevenge98]

Such a great analysis. Unlike others, I like that you waited for the complete launch to offer this analysis. Cécred will need their products to actually perform and live up to their bold claims for longevity. I also think that a big part of the brand success will come from educating consumers given that they've taken this "salon quality/science based" approach. A lot of consumers are ignorant to that aspect of haircare.

[@underskinYT]

Sorry, not to disappoint but I actually did script this before it went live, it was on my Patreon for early access 🩵

[@taylotus]

The thumbnail of this vid alone starts the conversation of why should we buy hair care products from Beyoncé? We never see her real hair. She even wearing the fake hair to promote the product 😭. Doesn’t even seem like her brand, or a representation of what we think of her. I don’t see the connection. VASTLY different from Rihanna who walks the talk with her makeup and lingerie. The more Bey connects with her own brand, the more we will.

[@rucianapollard7098]

Rihanna promotes and openly uses Fenty, she isn't all mysterious about it. We can't relate to a "mystery"!

[@underskinYT]

And what’s funny about that is that we know Rhianna has exceptionally little to do with the lingerie brand, but it’s still better branded to her personal brand than this is to Beyoncé

[@VioletFem]

Once again another great analysis!

[@underskinYT]

Thank you 🩵

[@tipennya]

There is a pretty well known video of her mom doing her natural hair at home in the kitchen in recent years. Her hair is both down her back and healthy. It is a well known fact that Black entertainers cover their hair with wigs for protection while keeping style versatility. Ms Tina's hair care skills, experience and knowledge are evident on Beyonce's head. If she keeps the price realistic, she should do well, she will probably be given the benefit of the doubt initially by most fans

[@butwhosaidthat]

That video didn't even show her face. In a world of melted lace, baby I need a close up of Mama Tina in her scalp with her face showing. Black women can absolutely have hair down their back, but Beyonce isn't known for that lol. She is known for her incredible wigs. Yes, we do protective styles but you can't do that your whole career and expect us to buy a hair care line from you.

[@sedalia24]

There is literally a video of Tina doing an annoyed Beyonce's hair and her hair is down her back.@@butwhosaidthat

[@alessiar3260]

@@butwhosaidthatright. Her her is probably down her back and that’s great for her!! But the avarage person does not associate her with haircare (if not for great wigs and weaves). I’m a huge beyonce fan but I don’t see the brand being super successful or having longevity.

[@underskinYT]

Oh I sidnt see it, do you have a link?

[@Magical_Thinking]

Have any of us ever seen her natural hair??? She only wears weaves and wigs in public. She probably doesn’t even wash her own hair in the shower. She’s got people on standby 24/7 for hair and makeup.

[@underskinYT]

Imagine she has a hair assistant PURELY for shower washing 🤣

[@JackDenn]

I think it’s important that her mother is heavily and directly involved with this line specifically because she has a long career in haircare. This has been her mother’s passion before fame and that I love. It’s a stronger bond between brand and family versus a cash grab clothing line for a popular name (beyonce). I’m looking forward to trying it. I use Taraji P Henson’s products and I really like them.

[@underskinYT]

So then, why is it not her mother’s brand?

[@JackDenn]

@@underskinYT well it’s obvious that her name helps. My point was that I’m glad her mother is in charge. Beyonce has the fame and money which makes sense for it to be her brand and that would get more people to buy it; however, I believe her mother’s touch would keep people buying it. This makes the difference from other brands that never had longevity.

[@underskinYT]

@@JackDenn Sorry, maybe my reply came off a bit standoffish, I'm trying to run through comments

[@JackDenn]

@@underskinYT that makes a lot of sense. And you didn’t come off mean at all. Sorry if my response made it seem that way. I love all of your videos and channels. You are absolutely right though. Her mom could have started the line with the family’s endorsements especially because everyone else is natural (Blue, Solange, and Rumi) with the exception of Beyonce.

[@underskinYT]

@@JackDenn Okay Im glad we didn't have a miscommunication then

[@bouncyshak]

I believe her team may have seen this video because all of your suggestions appear to be in the latest Cecred YT upload.

[@underskinYT]

I saw it!! Someone messaged me 🤣 but I think a lot of people said the same thing

[@BookFence]

The packaging is pretty smart and equipped with a very important solution. The top of the cap is as wide as the bottle, and it is flat, so it can be stored upside down when the product is running out, and that tiny bit of the product can be squeezed out. :)

[@underskinYT]

Oh I didnt think of that, yeah thats a good point

[@uraddiictOnx3]

Won’t be purchasing as I am (luckily) satisfied with my hair care products but I wish Bey success in this endeavor

[@hi.goodbye2167]

Same

[@underskinYT]

As it happens, I actually am on the lookout for a new shampoo, but because I know that nearly all shampoos are near identical product with different packaging, I’ll probably just get something cheaper 😂

[@geminimademoiselle3261]

What I love it even though other brands might have « failed » she’s not discouraged. I really admire people with this « try harder » mindset. Stay blessed

[@underskinYT]

Thats true, we can definitely say she is perseverant

[@a377jtcndd]

A wig line with haircare line would be a good plan

[@underskinYT]

The combination of the two would be more believable for sure

[@LoneWulf278]

The end is sending me over the moon. 😂 “Happy Beyoncé farmers.”

[@underskinYT]

It’s my first attempt at being funny

[@_whore4dior]

I do agree with some points you said however disagree with others. People say Ivy Park didn’t look like something she would wear but it was made to be something she wore on the low. It was made to be sporty, something the adidas customers would like, but there were also pieces in each collection that screamed Beyoncé and looked like something she would wear. There was an entire Ivy League collection before she started wearing Thom Browne. She’s also always loved long coats and each collection featured at least one. As for the Ce’Cred moment, I do know she has a hair stylist to wash and take care of her wigs. Though her salon experience (and taking pride in her culture and having daughters of her own) make me sure that she knows how to do it. And everybody has to have a shower, even Beyoncé… I think she definitely washes her own hair, maybe not with the shampoo that’s for sale but probably the top quality version with similar ingredients for free 🤷🏼‍♂️

[@underskinYT]

I really recommend you watch my video on Ivy Park, if you want to know more in detail about an analysis of that brand. But I agree with what you said about cecred a lot, do I think she does it on the daily? No, but I think it’s believable that she does it regularly enough

[@Molly-iw1rc]

I like the packaging a lot, it looks really cool. But I have a 16 oz shampoo that was maybe 40 dollars, so I don't want to spend 30 on an 8 oz that won't last at that long tbh. And I agree, I think she is making it affordable in general on purpose. I think there are other brands that people already like. So, as usual, if people already have brands they like, they are less likely to buy these. (The 44 dollar oil had me dead though personally). I also side eye hair brands who: shade silicone as something bad for hair, claim to repair hair immediately or reverse damage, claim to invent something new. I think her brand is doing all three (I might be wrong) and that's just suspicious. But I thought it would be more expensive than it is, so honestly I'm waiting for the reviews and overall opinions from different hair types. I haven't looked into the ingredients yet but I doubt it's that unique ingredient wise. The people who say "she only wears wigs", I understand what they mean, but also yall act like people who wear wigs don't have hair? Lots of people who wear wigs take care of their natural hair too, my mom wears wigs and her natural hair. We have seen her natural hair, so to me that's not important or meaningful.

[@underskinYT]

I definitey think waiting for reviews is the smart way to go. Unfortunately because of her previous brands we dont have the best expectations

[@AsToldByUfa]

Im happy your mom is different But if we are being completely honest, not tryna start a war here. But I could say 60% of religious wig wearers oftennn ignore and deny their real hair of TLC. Its in cornrows , dried out, for weeks on end No watering, no loving, no growth So it’s not far fetched for people to see a disconnect because majority of wig lovers/wearers often don’t have that same meticulous care for their natural hair as they do for their wigs.

[@djlivvy46]

​@@AsToldByUfa- which could mean that some of these black women are actually projecting their own feelings onto Beyonce. Interesting.

[@GoldenGraham25]

>Deeper Than Hair has the BEST hair care line for ALL HAIR TYPES (Her KZbin Channel is also amazing). > I don’t support sacred spells. >Beyonce chooses to tap into saturated markets. She needs to think outside the box. She could have released boots and jackets with the release of a country album.

[@RMFeminine4TheWin]

*i hate that when i read the title i was expecting to see "The Fall Of...."* 😩

[@underskinYT]

I want to be positive in general, but theres usually more to learn from a fall or analysing potential areas of weakness or threats

[@RMFeminine4TheWin]

@@underskinYT *agreed. i just meant that usually when i click on this channel i read titles with "The Fall of (insert brand name)" Lol!* 👌

[@underskinYT]

ahhaha I am predictable @@RMFeminine4TheWin

[@dannydefreitas]

just want to say that I love LOVE your videos!

[@underskinYT]

Thank you so much, I like seeing comments from you, your dp is so distinctive so it makes me smile every time 🩵

[@MissAngie25]

It would’ve made more sense if she launched a wig line of blonde hair. Much more on brand than natural hair product line.

[@underskinYT]

The only problem with launching a wig brand is that there is less of a customer base for it, and there’s quite a lot of wig brands, currently making great hair at very low prices

[@AsToldByUfa]

@@underskinYT less customers but in Beys world that could easily convert to 1-2mil people. What more does she want

[@MollyDelf]

Soooo excited to watch this! Love your KZbin channel. I feel like you should do a course / marketing masterclass your research is masters/university level and I would have loved to have you as a lecturer. I am thinking to go back to education in marketing and I wanna focus on this type of topics… what would you say is a good course to look for

[@underskinYT]

I was wondering if I should write a textbook? I don’t know if I’m qualified, but I love them, I read so many that I think I could make one that is less arduous to read. Maybe I could do it in collaboration with a university, I’m not sure though 🤷

[@MollyDelf]

@@underskinYTdefinitely look into it! I know London business school or Harvard did a business seminar with Kim Kardashian. Lectures also come from corporate backgrounds. Keep us up to date, if you go down the ebook route or official course

[@Justcetriyaart]

​@@underskinYTor at least a suggested list of books links

[@underskinYT]

@@Justcetriyaart My favourite book is Retail Marketing by Peter McGoldrick. It's old and outdated, so you have to do the work yourself in translating it to today, but its so clear in what it's trying to say and really a depth of knowledge. If youre not studying it though, dont bother, its really a textbook. Other than that I dont love marketing books by actual people much only because theyre so hyperbolised. I was reading one last month I think and the guy inside was saying how he is such a marketing genius that his KZbin reaches across the globe and takes him to do speeches the world over. I looked him up and I think he had 500 subscribers. To me it just invalidates their whole book and I really wish they would just be a bit more realistic and dramatic. Saying that, my favourite books are from Seth Godin. He's still hyperbolic and the tone of the book can come across really Americanised (I dont know how else to describe that kind of fantastical writing), but he makes a good conclusive point thats easy to extract from each book. My favourite of his is Tribes, I read it a very long time ago, but it really stuck with me

[@sammiix]

I can see beyonce launching a wig line than anything else tbh

[@Misspastryface]

Wish you wait just a few days more before dropping this video. There is a lot more info about the brand now that you could have spoken about. The education, the technology, the testing, the CEO. Felt like a lot is missing here.

[@underskinYT]

The plan is to do it really on the run up to it and the anticipation so that when I do a video really analysing the business later on I can cover all the nitty gritty to it 🩵

[@babyballer3105]

I feel like people really dont know what Beyonce´s hair looks like. She dosent really wear wigs like that anymore (it seems like at least), it seems more like extensions to add volume and length. She also does wear her natural hair out quite often and it is pretty long, I dont know if its because people just cant tell or have an idea of what they think her natural hair should look like. It might be because I like in Noway, where haircare is a bit expensive (especially black haircare), but the pricing dosent seem that bad. I feel like also she´s reached a certain point in her career where to a certain audience, they will never be happy with anything she does. It will be interesting to see if this brand will last.

[@emmanuellebeki]

The fact that people don’t know that she stop wearing her straight wigs make things even worst in my opinion… My only complaint is that she wears her hair more in a straight estate so she should target only people with more straight hair. Why does she include kinky hair in this ?

[@dianabryan7421]

This platinum hair she was wearing lately was nit a wig?

[@_LadyWhistledown_]

​@@dianabryan7421it is.

[@underskinYT]

I feel like she, 100% could’ve gone marketing that. if she had been in an advert and whipped off a wig to show her natural hair underneath, said it still needs to be washed and uses cecred to do so, I feel like that would be an incredibly believable way to tie all of this in

[@littleliarsvideos]

Honestly I feel like ms. Tina lives vicariously through Beyoncé. I don’t think she’s really passionate or cares to much about anything outside of being a great entertainer. I think this was really ms Tina idea and they are using the Beyoncé name/brand to sell it

[@underskinYT]

I think so too tbh. Its funny that every (probably should say most, but I cant think of one that isnt) beyonce venture has been because either her mum or jay-z wanted it. I do wonder why

[@littleliarsvideos]

Will you do an update to the brand / revisit this after the sales data comes out about the brand? I’d love to hear your thoughts/ analysis

[@underskinYT]

Oh I definitely will, Ill probably give it a few years just so they can get established, but yes, Id love to come back to it

[@yolysantana7525]

I’d like to know more about the products ? Like what makes them good or better. I need to know what they smell like too … yes she wear weaves but even weaves need care… I do agree she should show how she uses the product and how they produce results for her.

[@underskinYT]

Its very vague right? They just say its the top science. But also, what top science?? What is the science?

[@beverlytaylor7548]

for natural hair or weave??

[@lovey980]

Tracee’s product has nice packaging.

[@underskinYT]

Honestly yeah, really solid packaging

[@Lith5621]

As a multicultural woman myself (African, European, and Caribbean ethnicity), Beyonce has missed an excellent opportunity. It's complicated to find products for curly, afro, and kinky hair that work well and are affordable and not modified when the owner sells it to a big company (in my country). I don't see her connected with the brand and at this point, we can use Rihanna's example with Fenty Beauty. The brand is unnecessary and the style of the campaign doesn't catch my attention at all, it doesn't have me attached because it looks like a luxurious and expensive brand with a name. Money grab.

[@underskinYT]

Interesting, yes, I do think the product is lacking in its targetting, shame really because the promotional side was so strong

[@djlivvy46]

What do you mean by affordable?

[@elizabethjean2709]

This is also well researched. It is very timely. Thanks

[@underskinYT]

Thank you 🥰

[@Justcetriyaart]

Not a B fan but in general would like it if celebs did more original takes on merch, like that guy with nail polish. It makes sense. Again I'm not a B fan but she feels like the image of idol, icon, super star and the fans i see going to her shows really dress up for the moment like stepping onto another world. Maybe she should try a more out there things like extreme accessories? Not just earrings but maybe cool hair/head pieces? Something out of the norm? Too much of her stuff feels mass market vs. dedicated market? I really don't think most celebs use any of their beauty products.

[@MissAngie25]

I agree it’s like she’s trying to be down to earth with her products, but she’s never marketed herself as a down-to-earth person. She’s always been out of this world, Iconic.

[@underskinYT]

Are you thinking of Harry Styles’ nail polish?

[@Alysaah]

She is so far from the real world that no one can relate to her at all. She never does anything personal when it comes to her product. Plus, she never does anything that's her. We know she is so rich that she probably never does her hair , so why have a hair care line? You can tell it's not authentic either because it's always an overly expensive product. If she came out with a performing school, that would be more like her. We do not know anything about becyone besides what she tells us.

[@underskinYT]

Here the thing though, that unreachable persona is very marketable, I really dont understand why they are fighting it so much

[@victoriakapshaw]

It will repeat the same mistake as her previous brand. First off many people will pronounce the name wrong and call it See' cred instead. No need to complicate things. Where will the product be sold where her average fans, demographics can get to easily, Walmart, Target, Ulta?? The packaging itself looks bland and will pale in comparison. Beyoncé team always get her Why and story behind her products right but the promoting always lacks luster 😒

[@underskinYT]

Yeah right, the launches are always good but her brands dont last so long because theyre inauthentic and dont have a product based differentiator

[@briannaellis8766]

Great in-depth video as usual. I’d really like to see Beyoncé at the forefront with this brand and give the personal touch. Random question: what do you use to edit your videos, they are so clean and straightforward?

[@underskinYT]

I just use Final Cut Pro and then for the infographics and stuff I use Photoshop

[@briannaellis8766]

@@underskinYT thank you so much!!

[@killlamas57]

She should come out with a wig line and sew-ins and overall hair pieces.

[@underskinYT]

I mean, maybe that’s on the horizon, but there’s just such a much smaller market for it

[@killlamas57]

@@underskinYT that is true

[@ashlynnt9330]

I’m kinda glad Beyoncé didn’t pander to the natural hair community because they main ones saying they won’t buy🌚 She will succeed catering to all hair types

[@underskinYT]

Shes had a rocky relationship with the black community for years, you remember she was critiqued for marketing blackness to white people or even before that when destiny’s child was criticised for putting their black sound into white-geared music? I think its tough. She identifies with being black so much and thats how she sees herself, but its simply not how they have marketed her over the last thirty years. So pandering to that now makes for a difficult sell

[@ashlynnt9330]

@@underskinYT She didn’t even say this was a natural hair line so idk why ppl with 4c hair thought this was an exclusive. She don’t even have 4C hair herself. Beyoncé always been pro black, she crossed over to pop. She didn’t have to stay in the R&B box.

[@chelseadean6386]

For the last two years I’ve been using my friend’s Daughters natural hair products. I’ve had around 3-6 inches of growth if not more. They’re amazing and really do work.

[@underskinYT]

Drip the name!! Promote your friend’s daughter

[@sparkswolverine]

I believe Beyonce saw your critique video and learnt from her mistakes. 😀

[@underskinYT]

Hahahahha thats why theres honey 💀💀

[@sharon-bp9pk]

the 16:14-16:30 slide show made me rofl 🤣

[@underskinYT]

🤠 this aint texas 🤠

[@yveje9720]

What I am feeling: The name and tag line great marketing on that front The price point, affordable but not cheap The ingredient highlights, honestly never seen some of these in haircare and they seem well formulated and thought out not just run of the mill hair care The fact that there isn’t too much Beyonce, I feel like she actually is letting the product speak for itself What I’m not feeling Design aesthetic is pretty but reminds me of SKKN which I don’t like It does feel impersonal even though I’m glad Bey isn’t plastered all over the brand I just can’t see her using this The launch I think more could have been done why not send it to influencers or something? I want to see the products being used in real time.

[@underskinYT]

Im with you on nearly all of this, but I think theyll do more influencer-y stuff soon bcs of Bretman Rock in the ad

[@nishae7436]

Solonge would have sold this better ..but even with that I feel her pricing is to high..there’s to many great competitors with prices that are fantastic and work just fine.

[@underskinYT]

I still stick to the idea that Tina shouldve just started it

[@lindao.ezenwammadu7056]

SHE SHLD SHOW HER NATURAL HAIR. IT FEELS IN-AUTHENTIC

[@underskinYT]

Or even her shampooing a human hair wig? Thatd be hysterical

[@Orangesky3818]

As a wig and weave wearing black woman I had to pause the video at 7:06 to respond. YES you shampoo and care for weave/wig hair, especially if it's human, and YES you shampoo and condition your own hair if you wear wigs and weaves! Our hair (black women) is very fragile and mine personally cannot tolerate being out and about for long periods so I'm certain Beyoncé too cares for her own natural hair 🙄

[@underskinYT]

Thats exactly what I said in the video yes, Im not sure why people think otherwise. I used to get a lot of questions about it 🤷 but my hair would always come out from under looking like a gremlin, so it was a huge part of the process for me

[@natalietaylor5906]

Something grows her hair her natural hair is long and waves ❤

[@MISSMADISONMEDIA]

It took me a minute to understand the name but i like it😂

[@underskinYT]

Yeah Im not mad at the name

[@dannavalenzine]

i think beyonce should of made a book about her work ethic, or even a guide on how to work hard, as thats what most people admire about her. even a book about keeping a voice healthy would work. i just dont think her mysterious persona works with selling a brand

[@rucianapollard7098]

Agreed. What's the big mystery?? Look at Rihanna. She promotes Fenty and wears it! And we love her for it. Stop with the mystery crap! You been doubt this over 20 years!! Sell your product!!

[@underskinYT]

I think there’s probably a lot more secrets in Beyoncé’s book that will mean that we will not be seeing that any time soon

[@IAmAndjelka]

Agree on what everything is saying about lack of connection and authenticity (particularly that even Tina or Solange being a better fit fot this business). I want to add that the packaging is a miss. Beyonce to me is colour and maximalism - this really would have helped them differentiate from Hailey Bieber and Kardashian who are known for these light cream and mauve colours so it makes sense for them.

[@underskinYT]

I agree, I think if it was meant to be Beyoncé's brand it should reflect Beyoncé's brand, not the trends of other people

[@xSunnyDaysx]

I now believe the reason Beyoncè pretty much never engages with her fans or does any promo, is to stay some what vague so we make up some fantasy about her. The more we see her the better we get to know her and the fantasy goes down the drain. And the fact she chose boring ass white clay looking like bottles and products... just seem so clinical. We all know her fans are mostly young adults who are still in the prime of their youth and would definitely want some color. The commercials were boring. The launch where everyone was in white and wearing white wigs was also boring and COLD. She should have went with a jungle, tropical fruity theme also since spring and summer are around the corner. Because i know pretty much only her fans and those who know her will buy it. But i think she want's to be seen like a luxurious brand and go along the line of Goop.

[@speedflash9504]

Beyonce wears wig anyway???

[@underskinYT]

Yes!! Very much so, very expensive ones at that

[@youarebeautifulyt]

BEYONCÉ is RICH !! why would she launch this for money???

[@underskinYT]

Greed is a powerful thing

[@natalietaylor5906]

She has beautiful hair and skin so does Mrs.Tina hands all in this back in the day Mrs. Tina's Beauty Shop was the shop to go to

[@underskinYT]

But then why isnt it Tina Knowles’ brand?

[@IanBrownMakeUpArtist]

This is so LOL. For a start, in that thumbnail pic, Tina Knowles is literally pretending to comb out Beyoncé’s weave. What is she promoting? Wigs or celebrity-branded hair care?

[@underskinYT]

I really thought that was her real hair 💀💀