We have all heard a saying that someone’s loss is someone’s gain. Well! That got proven very recently. Tessica Brown, experienced her worst nightmare when she used Gorilla Glue on her hair instead of setting spray and posted the video on TikTok.
In the video, Ms. Brown told her followers that her hair has not moved for a month since she used the glue. She tried everything possible but her hair has been stuck in that position. She soon realized that she had committed a blunder and that she was in deep trouble.
She became viral instantly and people started keeping tabs on her hair updates. Ms. Brown even raised funds online for the medical treatment she eventually needed to get her hair treated. A team of doctors work tirelessly with the help of a special solution that they used on her scalp to get her hair glue-free.
Ms Brown had to eventually loose a lot of hair and her statemnet plait had to be cut off as well. The internet was talking about it and it had become a hot topic for quite sometime. But Gorilla Glue kept their silent. They did post sharing their concern for Ms Browns condition but also reminded that their product are not meant to be used on skin and hair and is also mentioned on the packaging.
While she went through a lot of trouble, Gorilla Glue receieved a lot of unintentional marketing during this time. People searched more for the product online as per reports and even the sales soared. It was Gorilla Glue that went viral in reality.
According to Profitero, the brand’s Amazon search volume soared an even bigger 4378%, and its best seller rank rose 129%.
Ironically, the brand had spent almost nothing on their marketing in the last few months. ISpot shows the brand spent only $411 on TV in the first half of February. Pathmatics shows no digital spending for February.
Gorilla Glue CEO Mark Mercurio said in an email the brand hasn’t altered its media plans in response to the social media frenzy but declined otherwise to comment beyond company statements.