OGX has launched OGXperience, a new megabrand platform spotlighting the signals indicating how hair care products are working before a visual change is seen.
The OGXperience sets out to move away from traditional before and after imagery, with the Kenvue-owned brand instead offering an in-depth look at the science and sensory aspects of hair health transformations.
“Hair care marketing has spent decades chasing the reveal, that big dramatic flip of the hair when the style is done,” Siddhi Sheth, Head of OGX Commercial and Innovation in the US, told Cosmetics Business.
“OGXperience is a direct response to that. The real transformation starts before the end result, with how you feel.
“In the shower, when you feel the slip in your hair, you know it is working.
“When the right fragrance connects with the right texture, you know it is working.
“OGXperience is not anti-reveal – it is just a call to reflect on the repair experience at every step and not just something you evaluate at the end.”
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Sheth explained the idea was born from “a tension in most people’s hair care routines.
“Consumers know their routine better than anyone, but that familiarity can come at a cost: over time, repair feels like the obligatory step – a chore you have to do before you get to the part you actually enjoy.
“This platform is inspired by us taking a collective pause as a team – going back to some of our most iconic innovations and noticing that their texture, scent, spray patterns and sound – break that mundane routine and give you a repair experience that is truly unique and exciting.”
Offering a different approach to hair care transformations, the platform shifts focus from end result to the journey itself.
“We want consumers to actually notice what is happening in their routine – the way the formula feels in their hands, the scent that lingers after they rinse, the sound of the product working,” said Sheth.
“Those are all signs that repair is underway, and OGXperience is a call to action to tun
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