Carol's Daughter has been the blueprint of a small "make it at home brand" going BIG! And when Carol's Daughter went big, they went huge. There was news this week of the brand's retail stores filing bankruptcy. While the brand itself and the products are part of the company that is supposedly completely financially healthy, the stores have fallen off and not been financially profitable since 2010.
I sat back and checked the scene to see why people were no longer going to CD stores and I actually found that while the company is saying that they are doing well that the end consumer, like me, simply is not purchasing their products anymore. I have never been a big Carol's Daughter user, but I always loved the story and the name. The Carol's Daughter brand always kept me interested because of the celebs like Jada Pinkett-Smith, Mary J Blige and Jay-Z who were affiliated with the brand. I loved that Lisa Price, the Founder and CEO of Carol's Daughter, started in her kitchen and that her products were handmade.
There was a sense of Black Girl pride that I felt along with her personal success. I purchased a few of the products from television, like a lot of us did, and then I realized that I only liked the products so much. I never liked anything enough to buy it again, and I am a BIG beauty product junkie!
The packaging and advertisement also started representing a woman that looked dramatically different from me and my friends. It seemed like the brand "Mixed Chicks" was being repackaged and being sold as a product to give your curls definition and not just a moisturizer. You know what I mean. You can get long hair like this, if you buy this product and it might even get curly like this. And the models always seemed intimidatingly mixed. Not that mixed women do not need beauty products too, it just seemed like the brand started to change. And with its hefty price...besides the story I had very little brand loyalty.
It did not help that Miss Jessies offline and online marketing was killing the game in overpriced Natural Hair Care products.
I understand now that Lisa Price may run the company, but she does not own the company and she has investors to answer to. I understand that, but this is an instance when an urban brand caught our attention, became sophisticated and then seemed to go bad.
I am not sure what is in the future for this brand that so many of us have and will continue to love, but I will continue to support brands that make products for me and my friends that I love.
What brands do you love?
Classily Yours, Sharelle D. Lowery Digital Strategist & Editor-in-Chief, ClassyBlackGirl.com