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Leaning on Transparency, OGX’s Pop-up Explores ‘What’s Under the Cap’

In the beauty category, it’s all about ingredients and formulas. OGX zeroed in on this theme with a “Love is in the Hair” pop-up held Feb. 25-26 at the Santa Monica outdoor shopping mall to offer consumers an inside peek at the science behind its products.

Brand ambassadors dressed in white lab coats directed consumers through the pop-up installation, which featured two “Love Labs” experiences called “Learn It” and “Love It.” Consumers were invited to take a brief haircare quiz on a tablet that matched them with the best products for their specific haircare needs. Next, the “Learn It” experience invited consumers to learn about product ingredients and formulas through scientific activities like a viscosity and pH test. Meanwhile the “Love It” area invited attendees to enjoy product displays and a “Wash Day’s Best Friend” photo moment with replica shower and floating bubbles.

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Amplified by a full social media and influencer campaign, OGX’s pop-up shop activation was designed to convey transparency of formulas and build trust among consumers. The program also included a partnership with Joyride Santa Monica Tours that attracted passersby and gave attendees the option to rent bicycles near Santa Monica Pier. Every “Love Labs” guest or passerby who showed proof of an OGX purchase could enjoy complimentary rental of OGX branded bikes.

It’s not the first time OGX has made a color splash in Southern California. Last year, the brand marked the launch of three new salon-style haircare collections with a Covid-friendly, drive-thru car wash activation, transforming a circa 1907 Los Angeles car wash into a love-themed locale.

For Sheena Henry, earned media manager for Vogue International and lead marketer on OGX, the brand’s experiential approach is all about “giving consumers a closer look at what’s under the cap of their favorite OGX products.”

“The installations helped us communicate our use of high-quality ingredients and salon-worthy results in Instagrammable and engaging ways that visitors really responded to,” Henry says. Agency: MKG (creative).

Take a Spin Through the Love Labs Pop-up:

Photo credit: Ben Draper Photography (@bendraperphotography)

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