The world has become more and more complicated. We see this in technology (which is supposed to make our lives easier), even food, and certainly beauty and personal care. The choices are overwhelming. Just look at some of the stats:
We are bombarded by ads: According to Ryan Holmes, CEO of Hootsuite: Back in the ‘70s, the average consumer in the U.S. saw around 500 marketing messages every day. That number has since increased by a factor of 10, to upward of 5,000 ads per day.
We are inundated with new products: According to Harvard Business School professor Clayton Christensen, there are over 30,000 new products introduced every year.
Beauty is confusing. 7 companies own 182 of the world’s top beauty brands, according to Business Insider. And within those brands, many have hundreds, if not thousands of variants (the big brands grow by expanding their shelf space!). Look at Aveda for example, which is just a small sampling of their total products:
In Barry Schwartz’s famous book, Paradox of Choice, he says “Learning to choose is hard. Learning to choose well is harder. And learning to choose well in a world of unlimited possibilities is harder still, perhaps too hard.” And even though he wrote his book over 10 years ago, it’s even more true today. Barry has even done a TED Talk on this if you want a simpler option than reading the book :-)
At MASAMI, we believe that life should be simpler. And your choice should be clean. You shouldn’t have to choose between toxic ingredients and performance. And sustainability shouldn’t be an afterthought.
And in haircare, you shouldn’t have to choose between shine, volume, color protection, hydration or healthy hair. You should have a product that gives you everything. It should smell amazing without being overpowering. You shouldn’t need to use extra products to compensate for what it’s missing. We created MASAMI, to work for virtually every hair type. For men and for women. For beauty fans and for non-fan types. As we take inspiration from our Japanese roots, we’re constantly reminded that simplicity is a very good thing.