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How Sugar Bear Hair Gummies Took Over Instagram


kimkardashian: Loving the new @sugarbearhair Vegan Women’s Multi gummies for total body wellness! They pair great with their hair vitamins and taste delicious! #sugarbearhair #ad

If you are on Instagram, these baby-blue bears are definitely no stranger to you. As of 2019, Sugar Bear Hair Vitamins are known to the world as the most trendy, fast-growing vitamin brand, particularly among millennial and Gen Z consumers. This is due to the brand’s primary marketing platform: Instagram. Currently, the company has over 2.4 million followers.

The hair vitamins cost $30 for a one-month supply, which is a surprisingly high price point when comparing it to that of more basic options available at drug stores. However, most consumers know that they are paying more for the brand-name and the “Sugar Bear” experience. But how did this brand become such a huge success?


Many businesses have been utilizing “influencers” as a way to promote their new products. Influencers are Instagram users who often have upwards of 500 thousand followers; for celebrity influencers, the minimum is often one million. According to Captiv8, a company that connects brands with influencers, influencers with three to seven million followers can charge 75 thousand per Instagram post. But for an influencer like Kim Kardashian West, who has over 142 million followers, the compensation is almost unimaginable. Sugar Bear chose to make the investment to collaborate with Kim Kardashian because the business knew the impact she has on her followers. They saw her as an investment for the brand and it paid off ten fold.


The reason influencer advertising is so effective is because we as consumers are quite susceptible to what we see when we are scrolling through social media. We are constantly filling our heads with images of our favorite celebrities and influencers because we are interested in their lives and what they are doing, wearing, or even eating. If someone we actively follow and admire endorses a product, we are much more likely to purchase it. Thus, when we see these charming, bright blue gummy vitamins, it’s only natural we become curious.


To further pull in the consumers, brands like Sugar Bear ensure that its influencers use captions that are short and to the point when promoting the products. They often start with a relatable line such as “I’ve been so tired/stressed lately, but with the help of Sugar Bear…” This creates a simple problem and solution formula that is easily relatable for the consumer and engages them to continue reading.


If you look at Sugar Bear influencer captions, many of them also list all the product benefits: gluten-free, cruelty-free, vegetarian, etc. Influencer marketing is a powerful tool that brands can use to highlight exactly what they want consumers to know about the product, including its ingredients, healthy benefits, and proven results. Combine this with the endorsement of our favorite celebrities and influencers, and naturally the product becomes more and more appealing to us every time we see it.


Sugar Bear Hair Vitamins reinforced its solid branding by building a captivating Instagram page full of fun, vibrant illustrations and a surplus of positive reviews from its influencers. The brand uses its influencers to captivate even more customers by addressing common, everyday problems and then mentioning how the vitamins can help in fixing that, drawing more and more attention to the Sugar Bear Craze!


Influencer marketing can be a valuable asset for any growing brand or product. There is a huge research component behind Influencer Marketing, but you want to make sure you are finding influencers who fit your brand and goals. Whether it’s to create brand awareness, grow an engaged following or drive sales, this tactic can take your brand to the next level, if executed properly. With over 20 years of experience, Gurupeeps specializes in Influencer Marketing and can help execute it well for your business. Our team would love to talk to you about how to grow your sales and boost business through finding and using influencers who are a perfect fit for your brand.


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