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.
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“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.