Young people’s new “little luxury” is a hairbrush that’s been around for over a century. Mason Pearson handcrafted hairbrushes have been around since the 1880s, but TikTok has turned them into a status symbol, with influencers showing off their brushes as a part of their perfectly curated vanities. A significant chunk of the brand’s audience on the platform is under 34-years-old, and they’re not just buying for the aesthetic—they know also making an investment in the $200 brush. To further push their brushes, the brand has engaged with organic content from influencers, recognizing the power of word of mouth marketing to amplify the luxury appeal. With sales up nearly 30%, it’s clear that the brand’s strategy of embracing social media is paying off. (Washington Post)
👀 Read more from YPulse: Gen Z is Redefining Word of Mouth
