It’s a week of firsts for legacy haircare brand OGX. The brand officially announced Shay Mitchell as its first global brand ambassador through its first-ever national TV commercial starring the actress. In the commercial, Mitchell plays the role of “The Fixer” – a problem-solver on a mission to crack the case on hair damage with smart, science-first solutions.
The campaign is OGX’s effort at reintroducing the brand to new audiences, with Mitchell, alongside trichologist and beauty expert, Abbey Yung, and other beauty and hair professionals at the forefront.
Some of OGX’s strategies include a new television spot and a #DamageDetected social media content series that highlights the toll of excessive heat, color and styling damage on hair, while offering effective, affordable products for repairing, strengthening and maintaining healthy-looking hair.
At the heart of the campaign is the brand’s Bond Protein Repair line – a damage repair system formulated with the OGX’s bond-building protein that protects and strengthens the hair strands.
“We know that 8 in 10 people are impacted by hair damage—it’s the reality for those who color and style their hair. It has been our mission to not only address these concerns, but deliver real, effective repair solutions that lead with science,” said Andrew Stanleick, President, Skin Health & Beauty, North America and EMEA at Kenvue. “We are thrilled to be working with Shay Mitchell as our first Global Brand Ambassador; her influence will help us continue to transform the haircare journeys of our consumers.”
Mitchell will spotlight some of the toughest cases of hair damage, reinforcing how OGX® is the #1 hair repair brand in a series of social media posts. And Yung, as the resident expert in the campaign’s content, will help consumers understand why damage happens and how to repair it effectively.
To learn more about the OGX® Bond Protein Repair line and explore the new campaign with Shay Mitchell as The Fixer, visit www.ogxbeauty.com or follow OGX® on Instagram at @ogx-beauty
