Two black owned hair brands owned by celebrities and both could make the hair brand all about them, but neither of them did.

This is paid breakdown where I compare two brands in a similar niche and their strategies on Meta. Today we're looking at Pattern Beauty versus Cécred. Cécred's ad library is built around community and science and not Beyoncé. They've got documentary style creatives, real women, and product education is at the front and center. They talk about the bond hair repair technology, the scalp health positioning, and the whole ritual of washing your hair and a hair wash day is ingrained in their creatives. When Beyoncé is in the ad, she focuses mainly on the product and not on herself. The brief that is used in this ad account is, this was built to actually work and here is the proof. It's a full funnel educational lead and built to scale beyond the founder. Pattern's ad library is warm, community first and celebrates hair care in its tone. Tracee is definitely present in the ad library, but the creative is never dependent on her. There's UGC alongside the campaign content and a number of creative partnerships. One thing that's so interesting is that their copy never tells their customer that their hair is their problem. Every ad starts from a place of confidence rather than a place of correction and that's genuinely a whole different brief to what all other hair care brands are doing. Both ad accounts are running ads in a way that most celebrity brands don't really understand. The ad account is not there to remind people if you're not using this product or to remind yourself that you're famous. It's there to make people trust the product and trust the brand. Cécred built that trust through science and Pattern built this through community. Both are doing this without leaning into the most powerful asset that they have, which is the fact that they've got so much pull due to their celebrity status. If your brand has a famous face attached to it, the question isn't whether to put them in the ads or not. The question remains, would the ads still convert without them? Follow for more paid ad breakdowns.