---
id: "entity-sugarbearhair"
type: "entity"
source_timestamps: ["§ Connectedness: From Metrics to Mutuality"]
tags: ["wellness-brand", "case-study-failure"]
related: ["entity-kylie-jenner", "concept-connectedness"]
entityType: "organization"
canonicalName: "SugarBearHair"
aliases: []
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-65-influencer-marketing-trust"
sourceUrl: "https://hbr.org/2025/12/how-to-do-influencer-marketing-that-customers-actually-trust"
sourceTitle: "How to Do Influencer Marketing That Customers Actually Trust"
---
# SugarBearHair

A supplement (hair vitamin) brand whose **2016 partnership with [[entity-kylie-jenner|Kylie Jenner]]** exemplified the trade-off between reach and connection. The campaign generated **millions of impressions** but felt highly **transactional**, leading to audience fatigue and becoming a **meme on Reddit** due to a lack of authentic [[concept-connectedness|Connectedness]]. The archetypal "billboard" failure — see the warning in [[quote-statues-in-museums]].