OGX Campaign Encourages Consumers to Embrace the Hair They Have

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

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