Shareable Assignment: Luxy Hair

Katherine Velluso 100975511

COMS 4501 Digital Media Practice
Professor Melanie Coulson
February 2019
 The brand I have selected for this assignment is a clip-in hair extension brand called

Luxy Hair. The company was co-founded by sisters Mimi Ikonn and Leyla Naghizada in 2010.

The company seeks to provide its customers with reasonably priced, high quality clip-in hair

extensions that can add length, volume, and colour to your natural hair. In this paper, I will

provide justification for the platform selected, a description of the target audience, the intention

behind the key message, and the logic behind how I have written the caption for this shareable.

This shareable was created for Luxy’s most popular social media platform, Instagram,

which has a following of almost 500k. Their other platforms pale in comparison, with Facebook

as their second most popular page at around 300k followers, Pinterest with 86k followers, and

Twitter with 24k followers. Luxy’s brand aligns best with visual trends found on Instagram such

as featuring light colours, and traditionally feminine looking women wearing makeup and

fashionable clothing. Luxy’s Instagram page features high quality photographs of Instagram

models and influencers showing off their hair extensions in intricate styles, and comparison

photos demonstrating the transformation before and after clipping in the extensions. I have

selected this platform to reach their largest audience most effectively, and I have created an

image that would blend in seamlessly with their page.

Luxy Hair’s target audience consists of feminine-presenting women ages 19-30 from

middle class backgrounds. I have determined this audience based on their followers, who they

represent on their page, and the average cost of their products. This shareable was designed with

this target audience in mind, which is why I decided to feature a woman within this audience

segment in the photograph. The image is consistent with Luxy’s brand in keeping with the theme

of light pinks and soft browns, as well as featuring a high-quality photo of curled hair

prominently in the center of the image. Luxy strives to craft an image of what customers want
their lives to look like through their branding, which aligns with the popular image of the

“Instagram model”. They strategically select only images that reflect the image of a young, thin,

wealthy, traditionally feminine persona.

With this shareable, I am hoping to first and foremost drive engagement with Luxy’s

audience on Instagram to foster an imagined community among loyal customers. The key

message conveyed through this image is that Luxy cares about their customers’ satisfaction and

is working to build relationships with their audience. Currently, they almost exclusively feature

Instagram models and social media influencers wearing their product, and this campaign would

be a great opportunity to showcase their product in new ways that directly engage their audience.

Having their customers’ photos alongside those of Instagram models would suggest that their

customers can attain the same level of social validation and status as social media influencers.

The caption that I have written to accompany this shareable includes a culturally relevant

reference, a call to action, and features two emojis: a sparkle and a pointing down emoji. The

caption references new year goals, which are topical on the internet throughout the month of

January. The hashtag #MakeWaves not only references New Years goals but also is a play-on-

words referencing curled hair that is heavily featured in their product photographs. I have also

included a call to action, in which I motivate the audience to engage with the post by sharing

their own pictures of them in their Luxies for a chance to be featured on Luxy Hair’s main page.

Call to action statements are a key feature of social media marketing because they suggest that

the audience adopts the desired behaviour that you need them to emulate in order to run a

successful campaign. Lastly, I have included two emojis in my caption which is standard for all

Luxy’s Instagram posts. Emojis make the caption appear friendlier and on trend with internet
culture. Emojis like the pointing down emoji can also help to drive engagement by acting as a

visual reinforcement of the call to action.

Links to information referenced:

https://wiki.ezvid.com/m/the-unofficial-mimi-ikonn-wiki-yPSasB3wMQdLk

https://www.luxyhair.com/

https://www.instagram.com/luxyhair/