The main difference in these hair ties is in the name, the coil. Spiral coiled hair ties take the best aspects of these traditional style hair ties and give them a much-needed update. The old-fashioned elastic bands covered in thread or fabric of your childhood and more than likely, still part of your life today. What Makes Them Different?Ĭhances are, we all have the same picture in mind when we think of hair ties. From shampoos and leave-in conditioners to oils, serums, and heat protectants, there are a lot of variables to finding the best products for your hair type and condition, but have you ever given a second thought to the accessories you use? Using accessories that work for your hair instead of against is a game-changer in healthy maintenance, which is why if you haven’t heard of coil hair ties, you need to. "I started using them when I came to China to teach English in a small city in 2012," Mariam says.If you’re someone who takes great pride in taking care of your hair, chances are you’re always on the lookout for the newest and best products to keep your locks flowy, healthy, and shiny. Compare Arielle's experience it to Mariam's, who first discovered the hair tie while working in China. Arielle's experience of the spiral hair tie seeming to come out of nowhere is shared by lots of people in the States but, as we know from Invisibobble's history, it's also factually incorrect. "PLEASE tell me how did the spiral things get everywhere overnight?! I feel like I just suddenly saw everyone wearing one on their wrist," says Arielle, a 28-year-old working in tech and living in Brooklyn. It makes you feel like you've uncovered something new – and first. It brings the same warm and fuzzy feeling as an inside joke.
#Scrunchie vs spiral hair tie Offline#
To the consumer, through, a trend discovered offline is far more exciting. There's no digital trail, making it frustrating for modern marketers who have precision on their mind. Word of mouth, on the other hand, is far more elusive. As more and more women started trying the product out for themselves or talking to their friends about it, they were drawn not just to the style but to the fact that the spiral tie is comfortable and won't leave that tell-tale ponytail crease in your hair. That's why we do sampling rounds so often," Trelles-Tvede explained in a phone interview. If you look at market research from the US, still the source of getting information about new products that is most trusted is friends and family. But while the brand's retail footprint was solid, she still looked for ways to spark peer-to-peer reviews as part of her marketing campaign: "I think, at the end of the day, it comes down to word of mouth.
The product was introduced to American consumers by Sephora in 2015 and subsequent years brought more distribution in both prestige and mass stores.
Before adoption, it begs the question, "does this actually work?" Invisibobble's Trelles-Tvede anticipated this with her international roll-out strategy, especially in the US market. Word of mouth especially makes sense for a utilitarian product.
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