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C1 | Core

Prose was founded in 2017 by Arnaud Plas, Paul Michaux, Nicolas Mussat, and Catherine Taurin.

But the idea started with Arnaud Plas. After graduating with a master’s degree in marketing, Plas worked in the corporate world. Following a job with German laundry-detergent brand Henkel, he went to work for L’Oreal in Europe. Initially, his role was overseeing Elseve, a hair-care brand.  A few years later, he relocated to New York and became L’Oreal’s vice president of digital and eCommerce strategy.

Plas was frustrated with L’Oreal’s business model. They were focused on segmenting customers into broad categories in order to expand their product line. This would also allow them to increase their footprint in retailers. So instead of just having a shampoo for dry hair and normal hair, they look to add an option for very dry hair as well. While it is a degree of customization, Plas felt the categories were still way too broad to accommodate the unique profiles of every individual’s needs and goals. Plas saw an opportunity to improve L’Oreal’s products using technology and data collected directly from customer feedback and even pitched his idea internally.

But L’Oreal wasn’t interested, Plas says their response amounted to “You’re not here to disrupt the industry.” In 2016, Plas left L’Oreal to start his own company.

And after many intense discussions about the hair care industry with his future co-founder Paul Michaux, Plas invited Michaux to join him. He wasn’t just inspired by his custom hair care idea, Plas had always wanted to be an entrepreneur, and told his friend, Michaux, “I would have too many regrets if I stayed an employee forever.” So seeing an opportunity in the market, he took the leap. Plas and Michaux went back to France for 18 months, where they brought on Catherin Taurin, who is a chemist, and Nicolas Mussat. They were driven by the idea that technology had now developed to the point where creating totally customized hair care was now a possibility.

Plas explains, “I felt that now we could create something much more relevant for customers. We could create a product for a person, not for a segment.”

And so, Prose was born.

They hit $50 million in revenue in 2029, and in 2021, tripled their revenue for the third year in a row. Prose offers both a subscription model and one-off purchasing, with 75% of its revenue coming from subscriptions.

And there’s no doubt, Prose is thriving because they offer their customers more than a transaction. This is meaningful to customers because no one trusts a brand motivated solely by a profit motive. Customers know the transaction is important, but they also want to know that your business is accountable to something other than your bottom line. Brands that convince themselves of any means that justifies a better balance sheet is more likely to exploit workers, customers, and the environment.

Today, customers don’t just want to know what you sell.

They want to know why you sell it.

Defining the greater purpose behind your brand is the work of C1: Core.

Brand Purpose

There are several elements that make up your brand’s core identity, but the centerpiece is your brand’s purpose. This is the deeper “why” you’re in business, and why you believe it’s important to offer what you offer.

Typically, this purpose is expressed in a short sentence.

Prose’s brand purpose is “to pioneer a new approach to hair care.”

At its heart, Prose is built on empathy.

The brand was built on the insight that everyone’s hair has unique needs, goals, styles, and lengths and that mass-market solutions were just not enough. And this business model was not only ineffective at the product level, but unsustainable for the environment, and not inclusive to all people.

By pioneering truly customized and personalized hair care, Prose aims to reform an unethical business model at the same time. And Prose isn’t just giving this commitment lip service.

To that end, they are a certified B Corporation. This means their sustainability, fair wage, ethical, and a third party has vetted inclusive practices.

This is why a brand purpose is a good start for your core.

Brand Values

It can give your brand a general direction, or a larger goal, but it’s not detailed or specific enough to give you the day-to-day guidance that actually makes up your business practices. That’s where brand values come in.

These are the 3-to 5 principles your brand has chosen as measuring sticks to keep you accountable to your purpose.

Values translate your ambitious purpose into a daily habit.

Prose’s values are product performance, inclusivity, and sustainability.

And all three are aligned with and enhance their personalization model.

The first is product performance.

With a highly customized formula addressing each customer’s specific needs, Prose’s products simply perform better than mass-market alternatives. But this value drives the depth of detail Prose studies in order to optimize every product.

For instance, Prose is the only custom beauty brand that will ask you for your ZIP code during the consultation. Why?

Because the brand understands that your environment plays a role in your hair’s health. Whether you have hard or soft water, the level of pollution in your area, and the average UV index will dictate some aspects of your formula.

The second is inclusivity.

Personalization guarantees that no one is left out, and no one has to compromise on their needs. As Prose puts it, the process allows them to “step away from the stereotypes developed by the traditional industry.” It’s a business model that gives everyone a seat at the table. And this includes the brand’s internal culture as well.

Prose publishes the demographic data of its team members to hold themselves accountable for their inclusivity claims.

For instance, across Prose’s management positions, representation comes in above US census levels.

And third, is sustainability.

Prose explains that a brand that claims to be about personal care has a responsibility to extend that care to the planet as well. Offering a custom-made product eliminates manufacturing waste because nothing is made that hasn’t already been sold. Unlike many other beauty brands that end up throwing out excess or unsold inventory, with a waste rate between 20-40%.

Prose has also been carbon neutral since they launched. They achieved this by localizing production in the US, and minimizing packaging and electricity use. The brand also focuses on ethical ingredient sourcing. They vet potential partners for fair wage and labor practices and ensure crops are harvested in a way that protects the soil long-term.

In all, it’s a set of values that ensures every decision they make is indeed pioneering a new approach in the hair care industry.

Brand Promise

Of course, customers want to understand how your purpose and values benefit them directly. This is the role of your brand promise, to express to customers what they can expect from your brand experience.

Prose’s brand promise is “to make good hair days your new normal.”

The obvious link to their values is that a personalized product is simply going to perform better. But it also suggests a more comfortable brand experience, because customers aren’t made to feel self-conscious about placing themselves in the arbitrary boxes created by the industry. And you can feel better because you’re buying from a brand whose values are authentic.

A “good hair day” is about this deeper level of confidence in the brand as well.

Brand Essence

The last piece of your brand core is an important one: your brand essence. Purpose, values, and promise are all interconnected, but it’s a lot to juggle.

A brand essence distills your brand’s identity into 1-3 words to act as a touchstone to ensure everything your brand says and does is aligned.

Prose’s essence is “custom care.”

The significant element here is that Prose doesn’t just offer a customized product, it’s the greater level of care that goes into the whole brand experience.

And the care the brand has for individuals in all their quirky, unique glory.

C2 | Customer

This brings us to C2: Customer. At this stage, you define who your target customer is and begin to build your customer persona. The truth is that no brand is going to appeal to every consumer out there. And your brand’s unique identity guarantees that while your brand will appeal strongly to some customers, it will naturally repel others.

So taking the time to identify the customers most likely to love your brand – with the least resistance – can help you leverage organic acquisition methods. But more importantly, it’s only when you truly understand what your customers’ needs are, that you can optimize your brand to be their top, and even only, choice.

Persona

Prose is in an interesting position at this stage. Certainly, their brand is more likely to appeal to women. Being a DTC brand, Gen X, Millennials, and Gen Zers are more likely to discover the brand in the first place.

And extrapolating from Prose’s purpose and values, it’s also safe to say that a customer drawn to the brand is likely to be a conscious consumer. Someone who wants to buy from brands that take their responsibility to their community seriously. And potentially, someone who cares about the ingredients in their self-care products.

But Prose isn’t necessarily “targeting” their brand to these customer segments. After all, the brand was founded on the realization that board segments like this actually dismiss more people’s needs than meet them.

So, simply, Prose is built for anyone who feels underserved by mass-market brands. In fact, their research has shown that roughly 50% of their customers were buying mass-market brands in retail before switching to Prose.

Prose doesn’t have a specific customer persona because they’re not making a single assumption about who their customer is. As customers go through the personalization process and fill out the brand’s in-depth consultation questionnaire, the customer tells the brand who they are.

What is the customer actually buying?

The goal of discovering who your target customer is is to understand what they’re really hoping to buy from your brand. Remember, this is about more than a transaction.

So customers aren’t just buying a product, they’re buying an emotional experience as well. Prose isn’t just selling more effective hair care.

They’re selling the freedom from having to label yourself or try to fit inside someone else’s box.

It’s the support to accept and address your unique needs. Not having a traditional customer persona doesn’t mean that Prose misses out on interacting with its customers.

C3 | Community

The next step in the branding process is to use what you’ve learned about your audience and transform it into a community.

This is C3.

We’ve already touched on the growing network of salons that use the Prose app to interface with their own clients. But the power of a brand community is really unleashed when your brand offers a way for customers to participate in the brand’s purpose and values.

Something that extends beyond just buying the product.

Prose also runs a program called The Salon by Prose, which you gain access to with a subscription.

The program offers more personalized services, including one-on-one appointments with the brand’s experts to address any concerns or seek any advice you might need. The brand also offers member gifts, complementary products, and a 15% discount.

Prose describes The Salon as “designed to transform the otherwise routine activity of washing and caring for your hair into a luxurious self-care ritual.” Because you know you’re not compromising on your unique needs.

In addition, every week on their Instagram profile, Prose interacts with their community through Prose Praise. It’s a series where the brand puts the spotlight on one of its members and shares its journey with the community.

And finally, Prose also has a significant giveback stance.

They don’t just view their customers as part of their community but include their neighbors as well. Once again, Prose engages their inclusivity value and the importance of personalization to amplify underrepresented voices and groups. Prose regularly uses their platform to share and contribute to causes that resonate with the brand and its customers.

While not all of these causes are directly related to hair care, Prose describes them as all valuing and respecting “unique individual needs.”

These causes include NYC Health+ Hospital, Wigs for Kids, The Ali Forney Center, 5 Under Forty, Black Girls Code, One Tree Planted, and Color of Change. Prose also donated $30,000 to NYC health workers and hospitals during the COVID pandemic, as well as 21,000 bottles of hand sanitizer in New York and Paris.

C4 | Competition

So far, Prose’s core, customer, and community pieces have all taken into account the customer experience with traditional hair care. But even though we have differentiation within the category at this point, you’ll still need a specific, concrete strategy to position your brand in its market.

This is the purpose of C4: Competition.

Soleness

Of course, Prose’s competitive strategy is integral as the brand was born out of frustration with the traditional industry. Most brands have a competitive edge based on either a unique product or the strength of the brand experience.

The strongest brands create a moat that uses both.

Prose’s strategy is both disruptive and rooted in the intangible appeal of personalization.

First, Prose was built on the insight that 32% of customers are looking for hair care products designed specifically for their hair type. But instead of leaning on the broad categories of hair types created by big brands, Prose leverages proprietary AI.

While there are other custom beauty brands out there, Prose’s personalization process is far more in-depth.

The customer experience starts with the customer answering 25 questions.  Many of these questions ask them to describe their hair type and concerns, but the questions also address their scalp condition, exercise habits, and diet. Then, the algorithm uses 85 points of data to create a totally custom formula for the client. With 76 potential ingredients, Prose estimates that their AI is capable of generating 50 billion unique formulas – many more times every individual on the planet.

But it doesn’t stop there.

Following an order, customers are invited to use their “Review and Refine” tool. This allows customers to give Prose feedback on the products, and whether they feel their needs and goals are being well served by their custom formula. The AI then incorporates this feedback into the client’s hair profile and adjusts any future orders accordingly.

So even after personalizing the initial order, Prose continues to hyper-personalize until your products are exactly right for you. There is no integrated feedback loop like this in the traditional hair category. If customers are unhappy with a product, they simply move on to the next one. And it’s often an unfulfilling and frustrating experience.

But the brand experience isn’t totally dependent on technology.

Prose also has partner salons, where clients can fill out their hair profile via the Prose app, with their stylist there to help them properly describe their hair. For instance, not everyone will feel confident figuring out whether their hair is dry. Participating stylists received a 25% commission for products ordered through their salon, which are shipped directly to the customer, saving the salon precious shelf and inventory space.

Likewise, the personalization model allows Prose to meet their sustainability goals as well.

Because traditional brands have only a very shallow understanding of their customer base, they’re forced to continually launch new products to see what sticks. Aside from sourcing, manufacturing, and shipping to retail stores, which is a significant environmental impact, when a product doesn’t sell well, it ends up in a landfill. In fact, only about 25% of consumer product innovations survive long-term on store shelves.

Prose on the other hand only manufactures products that have already been ordered. This not only benefits the environment, but Prose ends up with happier customers as well.

C5 | Creatives

At this point in the 7C process, you’ve defined your brand’s identity, know what’s most important to your audience, and know what separates your brand from competitors. But now it’s time to start communicating this identity and differentiation to the market.

The first step in that strategy is C5: Creatives.

For most people, creative assets are the most familiar element of branding. But hopefully, by now you appreciate that they are far from the only aspect of a complete brand.

When they’re done right, creative assets are symbols of your brand identity.

And they form the first impression your brand makes on consumers.

Naming 

Often, the very first asset customers come in contact with is your brand name.

Prose is an experiential name, meaning it references and suggests the brand experience.

The word “prose” refers simply to written or spoken language that doesn’t have a strict structure the way a poem does.

Not unlike how Prose doesn’t have the structure of broad “categories” for their products. This openness of the prose form offers an infinite number of potential combinations, and for each piece to be totally unique.

It’s the freedom of self-expression, which is the core emotional benefit of Prose.

Logo

The Prose logo is a simple wordmark in a custom font.

The line weight of the typeface is varied, and it flares at the end of the curved lines of the ‘s’ and ‘e.’ The r includes an expressive wave to its horizontal line.

Typography

It’s a font with a lot of personality, and being custom, again it speaks to the brand’s emphasis on personalization.

Across their website, Prose also uses the Saol typeface which also has an eccentric feel. The diagonal strokes on letters like ‘A,’ ‘M,’ and ‘k’ are longer than more conventional fonts.

It’s a confident font that has flair, suggesting the nonconforming nature of individuals.

Color

Prose’s color palette is also meaningful.

Their 2 primary colors are a light beige, a parchment color, as well as a dark grey with a green undertone.

Just like Prose, beige is dependable but flexible.

And the green communicates health, and nature – an important association for a brand that uses natural ingredients and prioritizes protecting the environment.

But being a grey tone, it also suggests the idea of a “slate,” as if the brand is a blank canvas that allows its customers to write their own story on.

Packaging

Prose’s packaging likewise communicates the brand’s values.

First, their products come in plastic bottles. Even though glass is more easily recyclable, Prose explains that glass is also much heavier, which increases the carbon footprint of shipping. Not to mention, glass bottles are not very safe in a shower in case they break.

However, Prose’s plastic bottles are 100% recyclable and BPA-free. They also have an amber tint which helps to preserve the active ingredients inside.

The labels are customized – they come with your name printed on them as well as a short description of the unique needs each product addresses, all tailored to you.

The color of the labels uses dusty pastels like reds, yellows, blues, and purples. All calming colors communicate earthiness and sophistication.

Of course, there’s also their shipping packaging.

It’s also 100% recyclable, being made of corrugated cardboard, and the printing for the branding on the box is a completely carbon neutral process.

Prose has also explained that while right now this packaging comes with information printed on cards, like ingredient lists and instructions, they have plans to digitize this content so less material ends up being thrown out.

C6 | Content

It’s difficult to distill your brand identity into visual symbols, but you’ll get a chance to more fully express your brand in your content strategy.

This is, of course, the purpose behind C6: Content.

There are 2 types of content you’ll want to address: brand story and brand storytelling.

Brand Story

A brand story is your brand’s origin story, its history.

How did your business got started, and most importantly: why.

You may have noticed in these brand breakdowns we are always open with the brand’s story because it’s not just a good introduction to the business, it’s the single best introduction to the brand’s identity.

Because you can’t tell the story of how a brand was built, and where it came from, without exploring why it was worth the trouble, and what you’re trying to accomplish. It’s a story that invites customers into your brand’s core, meaning it defines the emotional benefit of your brand.

It elevates your brand experience beyond being just a transaction.

Making it one of the most important categories of content you’ll create – since you’ll tell this story more than once. And the themes of your brand story should resonate through your brand storytelling as well, but we’ll get there in a few minutes.

The challenge in telling your brand story well is twofold.

First, you have to understand your brand and what emotional experience you’re trying to communicate – that’s why content is all the way down at step #6.

But second, you also need to craft your story in a way that emphasizes your brand purpose in alignment with your brand as a whole.

And to reinforce the power of the 7C Method, I will place the Brand Story here again. This will allow the rest of the elements to flow better and will make the upcoming explanations easier to understand.

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Prose was founded in 2017 by Arnaud Plas, Paul Michaux, Nicolas Mussat, and Catherine Taurin.

But the idea started with Arnaud Plas. After graduating with a master’s degree in marketing, Plas worked in the corporate world. Following a job with German laundry-detergent brand Henkel, he went to work for L’Oreal in Europe. Initially, his role was overseeing Elseve, a hair-care brand.  A few years later, he relocated to New York and became L’Oreal’s vice president of digital and eCommerce strategy.

Plas was frustrated with L’Oreal’s business model. They were focused on segmenting customers into broad categories in order to expand their product line. This would also allow them to increase their footprint in retailers. So instead of just having a shampoo for dry hair and normal hair, they look to add an option for very dry hair as well. While it is a degree of customization, Plas felt the categories were still way too broad to accommodate the unique profiles of every individual’s needs and goals. Plas saw an opportunity to improve L’Oreal’s products using technology and data collected directly from customer feedback and even pitched his idea internally.

But L’Oreal wasn’t interested, Plas says their response amounted to “You’re not here to disrupt the industry.” In 2016, Plas left L’Oreal to start his own company.

And after many intense discussions about the hair care industry with his future co-founder Paul Michaux, Plas invited Michaux to join him. He wasn’t just inspired by his custom hair care idea, Plas had always wanted to be an entrepreneur, and told his friend, Michaux, “I would have too many regrets if I stayed an employee forever.” So seeing an opportunity in the market, he took the leap. Plas and Michaux went back to France for 18 months, where they brought on Catherin Taurin, who is a chemist, and Nicolas Mussat. They were driven by the idea that technology had now developed to the point where creating totally customized hair care was now a possibility.

Plas explains, “I felt that now we could create something much more relevant for customers. We could create a product for a person, not for a segment.”

And so, Prose was born.

They hit $50 million in revenue in 2029, and in 2021, tripled their revenue for the third year in a row. Prose offers both a subscription model and one-off purchasing, with 75% of its revenue coming from subscriptions.

Brand Story Plot

One of the best tools to use to act as a framework for your brand story is a master plot.

Prose’s master plot type is Comedy.

Don’t let the title fool you, Comedies aren’t defined by humor in this case. As a master plot, Comedies revolve around mistaken identities. The heroes of these stories need to learn to come out of hiding behind this false self and be their whole, true selves.

Think of L’Oreal telling Plas he’s not supposed to disrupt the hair care industry when that was exactly his proper role. And his willingness to realize that he didn’t want to be an “employee” forever, and it was time to take the risk to be an entrepreneur.

And you’ll know you’ve chosen the right master plot because it won’t just capture the founder’s story, it will also capture the customer’s experience with the brand.

What Prose offers customers beyond a transaction is the freedom to be whole and unique.

That they don’t need to compromise their needs or hide in the “false self” of a broad customer segment like “curly hair” or “damaged hair.”

And this is how your brand story carries over and resonates through the rest of your content.

Brand Storytelling

Which falls into brand storytelling.

Where your brand story is the evergreen cornerstone of your content, storytelling is the more practical and tactical day-to-day communication you have with customers. It can refer to blog or social posts, email newsletters, YouTube videos, and even product descriptions and the answers on your FAQ page.

There are 2 tools you’ll want to leverage in your storytelling to ensure your brand story resonates, and that your brand identity remains consistent.

Brand Archetype

First, is your brand archetype.

Just like a master plot gives you the framework for your brand story, an archetype is a familiar persona that will give you the framework for your brand’s personality.

Prose’s archetype is the Caregiver.

Hopefully, this rings a bell.

It’s an archetype that dovetails perfectly with Prose’s “customer care” essence.

The Caregiver’s core goal is to nurture and support others, to serve their needs.

Likewise, Prose is focused on continually improving the function of its products, and giving customers the tools to express themselves fully. Customers can address their hair goals, but also stay true to their values, whether that involves vegan ingredients or gluten-free.

The other central concern of the Caregiver is caring for individuals.

The Caregiver is thoughtful and patient, so they don’t overlook anyone.

Prose’s value of inclusivity certainly falls under this archetype, as does their larger brand vision that “everyone deserves extraordinary care.”

Brand Voice

The primary way in which you express this archetype is through your brand’s voice.

This is literally your brand’s use of language.

 /What kind of tone do you use?

/Do you come across as friendly and approachable, or mysterious and sophisticated?

/How about rebellious and divisive?

Language is powerful, and an archetype can help you make sure you’re sending the right message.

Prose’s voice is understated.

Like most Caregivers, it doesn’t call attention to itself, and it’s certainly not long-winded.

Rather, Prose’s content is mainly focused on how the brand serves: the ingredients in each product and the benefits they offer. Prose also continually emphasizes the importance of your “unique” needs and goals, and even product pages contain “pro tips” to get the most out of their products.

Every word is tailored to improve the customers’ experience.

One of their main storytelling outlets is At Length, the brand’s blog.

It’s a clever blog name – it’s not only a play on the idea of hair length but a subtle reference to the brand name.

Prose is a long form of writing or expression.

The blog reflects Prose’s Caregiver archetype perfectly. Articles include topics in hair health, tutorials, style inspiration, and expert advice.

Again, the brand exudes support, and its content strategy positions Prose as the go-to source for your hair care because they feel like a caring, trusted friend.

C7 | Core

And once you have a content strategy in place, you’ll need a network of channels through which to communicate with your customers.

Finally, we arrive at C7: Channel.

At this stage, with your brand clarified, and your communication strategy formed, choosing your channel mix is a lot more straightforward.

Without the direction of a brand, you might be tempted to use every channel and social network out there. But you’ll only end up spreading yourself too thin and wasting time and resources trying to reach consumers who may never be interested in your products.

With a brand, you know exactly who your customers are and what’s important to them.

Meaning you can optimize the few channels that are right for you.

Prose has an interesting channel mix because its brand is rooted in hyper-personalization.

Because customers are ordering unique, custom products, their DTC website is their most important channel. It’s through their website that customers fill out the initial hair consultation quiz, and manage their subscription. The Review and Refine feedback program is also available through your account page on the website after ordering.

Because of the custom nature of their brand, Prose is obviously not available through other marketplaces or retail.

Interestingly, one of Prose’s competitors in the custom hair care space, Function of Beauty, recently launched retail products. But they’ve done so by default to the same broad categories of other hair care brands. Though, it’s a brand whose customization doesn’t take into account as many variables as Prose, either.

So Function of Beauty’s extension into retail doesn’t feel as outside the brand as it would for Prose.

Prose does maintain Facebook and Instagram profiles where they engage with their community and post hair care tips and guides.

But everything is centered around the personal 1:1 relationship between the customer and the brand. Consider, customer loyalty to Prose through a subscription offers personal “appointments” with the brand’s experts.

So having a more closed brand eco-system makes sense for Prose’s brand.

It also allows Prose to maintain better quality control over the brand experience, another value at the heart of the brand’s purpose.

Not every channel is going to be right for every brand, because no brand is going to reach every consumer.

What matters is having the foundation of a brand identity to “customize” the right choices for your business.