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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