OGC Orchid Oil will be a hero product in new campaign.
OGX Beauty is launching a global campaign to spread its message of embracing the hair you have.The Johnson & Johnson-owned brand has long supported a message shifting from talk of bad hair to “badass” hair days. Now OGX is kicking its philosophy into high gear by launching its first large-scale international brand campaign, named Rock What You Got (#RockWhatYouGot).Rock What You Got is an extension of the brand’s philosophy. “Our packaging never talks about problem-solution,” said chief marketing officer Dana Paris. “We are about bringing out what you love about your hair. Consumers relate more to advertising they find more authentic, that’s why when we use models they are real women — never retouched.” In that vein, the mostly digital and social media campaign was crafted to “change the conversation.”The campaign kicks off this month across Facebook, Instagram, YouTube and programmatic channels. OGX will link up with several influencers over the year, the first is country music artist Maren Morris who will reveal the campaign on May 2nd in a series of videos called #HairTruths, a new consumer program to help motivate women to honor and celebrate their (hair) roots and beauty. OGX will also be activating on site at Coachella on April 14th.“We chose influencers who align with celebrating who they are and align with our brand message,” Paris said. Kandee Johnson is also lined up for a major push later in the year.The Rock What You Got campaign will also release how-to videos, engaging content and 360-degree hair tutorials on digital and social platforms encouraging everyone to join in. The Rock What You Got campaign will run throughout the year with additional events, activities and promotions to focus on engaging, exciting, educating and inspiring new OGX Beauty fans.OGX plans supports the campaign in stores with special signage and more than four million product samples. Wal-Mart and Walgreens get the action started followed by a rollout across OGX’s full distribution.In a competitive category, OGX is almost consistently the top-selling brand in regular shampoo, according to IRI data for multiunit doors. Its two newest items, Coconut Miracle Oil and Orchid Oil, are off to brisk starts. The brand has hit that mark with relatively little advertising. Instead it uses exotic ingredients packaged in memorable bottles that retailers said catch shoppers’ notice on shelves.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews