OGX has introduced actress and entrepreneur Shay Mitchell as its first-ever global brand ambassador.
The initiative spotlights the Pretty Little Liars star as ‘The Fixer’ – a problem-solving character leading a fictional Hair Damage Unit – in support of the hair brand’s new OGX Bond Protein Repair collection.
The campaign marks OGX’s first national television commercial, which spans digital, social and in-store channels, as it ramps up its focus on science-led, accessible hair care solutions.
In a strategic pairing of influence and expertise, Mitchell is joined by trichologist and influencer Abbey Yung, who plays a key role in the campaign’s educational content.
“Influencers and experts each bring something essential to evolving the beauty conversation, influence and trust,” Jen Brady, US Commercial Lead of Haircare for Kenvue, OGX’s parent company, told Cosmetics Business.
“This combination reflects where beauty is heading – expert-endorsed innovations delivered in an engaging, culturally relevant way.”
Mitchell was chosen not just for her star power, but for how her lifestyle mirrors the hair care challenges many consumers face.
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