The Future of Marketing Is Bespoke Everything
Although there are billions of people in the world, it’s always tempting to believe your existence is unprecedented in some way. For me it’s my hair, which I’ve long suspected poses an uncanny challenge to the world of follicular maintenance. It’s curly yet fine, frizzy yet flat, oily at the roots yet dry as kindling at the ends. Everything I do to it only makes it worse, including bleaching the ends, wearing it in a topknot most of the time, and flat-ironing it half to death.
Maybe the problem is me. But maybe, I sometimes imagine, the problem is simply that hair products aren’t equipped to deal with the paradox atop my head. Every high-quality shampoo and conditioner I’ve ever used has been some version of : My hair ends up looking clean and smooth enough, but it still feels like there’s some yet unseen level of beauty I could be achieving. I let myself believe that the only thing standing between me and perfect hair are the whims of cosmetic chemistry.
