Daphne Oz’s expertise may be in cooking, but her latest partnership proves that her sphere of influence spans far beyond food.
The multihyphenate culinary entrepreneur — she’s the author of three cookbooks (a fourth is on the way) and a cohost of the weekly daytime show “The Dish on Dr. Oz,” and former cohost of ABC’s “The Chew” — is the first brand ambassador for the newly-relaunched Aveeno Hair.
Parent company Johnson & Johnson last year shifted responsibility for Aveeno’s hair business, which has historically been less of a focus for the brand than its skin-care category, to Vogue International, which oversees hair brands OGX and Maui Moisture. The result is a totally revamped line that debuted in January, from modernized packaging to new superfood-based formulations and a new marketing campaign now supported by Oz. The partnership kicks off with a beach clean-up event in Los Angeles today, Earth Day.
Oz, the daughter of Oprah Winfrey-endorsed celebrity surgeon and television show host Dr. Mehmet Oz and mother of three children under age 5, often shares beauty advice alongside easy recipes and candid family snapshots with her 361,000 Instagram followers.
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While Vogue’s OGX and Maui Moisture brands are targeted toward a younger consumer, Aveeno Hair is aimed at older Millennial moms. Oz, who is 33, will have creative control over how she chooses to share her experiences with products such as Aveeno Blackberry Quinoa Protein Blend Shampoo and Conditioner, $8.99 each.
“She’s an authentic modern mom and effortless in how she comes across,” said Hanan Wajih, senior marketing director for North America at Vogue International. “We wanted to make sure we could connect with consumers in a genuine way — we weren’t just going to pick someone to be the face of the brand, she represents holistic health and beauty, the vision of what Aveeno Hair is.”
Here, Oz shares her attitudes about hair and beauty products; how to balance privacy and social media, and tips for naturally curing an earache.
WWD: You do a lot of partnerships with food brands. What made you want to get into beauty?
Daphne Oz: I’ve always been a beauty junkie — my first paid job was as a beauty road-tester for ElleGirl [magazine]. I have always been the girl with the passion for finding the latest ingredients in beauty products. It’s become a featured element for me [on Instagram] — how I put my looks together and keep my routine streamlined. I used to have an overflow of products and now I just have things that work for me.
WWD: What’s your approach to ingredients in beauty products?
D.O.: As someone who lives and breathes food, I’m always hyper-aware of ingredients. I look for that across my life. If you focus on what you’re putting in your body with food, it translates to what you put on and around you. With a growing family, it makes sense to have things that are safe and effective, but clean and conscious as well — while keeping in mind practicality.
WWD: Were you always this ingredient conscious?
D.O.: I’ve spent too much of the last six years pregnant or nursing or being around small kids to allow unnecessary toxins into my home. [I prefer products] that are free of paraffins, sulfates or dyes, but I need to them to be effective and work. I grew up in a super health-conscious home — [my father and grandfather] were traditional Western medical surgeons, and my mom and grandma were really into homeopathy, Eastern and traditional techniques of healing. Food is part of that, too — I can’t tell you the number of times “medicine” would be “go out and play” or putting oil and garlic in your ear for an earache.
WWD: What is your relationship to hair care?
D.O.: I’m 33 and all of a sudden I’m fighting the aging of my hair. I’m doing all the things now that you don’t think about when you’re in your twenties to feed it from the inside out — fortifying it, protecting it against the elements while still keeping my color.
WWD: How do you think about social media? Do you have an Instagram strategy?
D.O.: I started at “The Chew” in 2011, really at the dawn of Instagram, and I just started to play around with it. I’m curated about it — my husband is very private and we have a private family life. I really like to share the things in my life that I think will be most useful, like a recipe that incorporates a lot of vegetables that kids will like. The questions I get asked the most about on Instagram are about fashion and beauty — I take the trust of the women who follow me very personally. I know what it feels like when people recommend things to me and I hate it. There’s a lot of stuff on the Internet that feels totally impractical to me — who wants to spend two hours of their life contouring every day? I want [my followers] to feel like they’re coming to my page to get something inspiring but that feels totally doable.