OGX | Johnson & Johnson

In 2021, UWG brought me in to help reposition OGX for Millennial and Gen Z consumers through a complete master brand refresh.

CORE RESPONSIBILITIES

• Created the global “Love Is In The Hair” tagline

• Led the refresh of OGX’s brand voice and tone

• Directed copy development across the master brand campaign

• Wrote the campaign manifesto and calls to action

• Developed copy for television, Times Square advertising, digital, print and social media

• Wrote narrative direction for campaign storyboards

THE ASSIGNMENT

OGX needed a more modern brand identity that could connect with younger audiences while staying true to its inclusive, individual approach to hair care.

BIG IDEA TEXT

Inspired by the optimism of John Paul Young’s “Love Is in the Air” and the transformation story in Strictly Ballroom, I created “Love Is In The Hair.”

The concept began as “Love Is In Your Hair” and evolved into a broader celebration of self-love, confidence and individuality.

OGX does not believe in one-size-fits-all beauty. The campaign encouraged people to embrace what makes them different and view caring for their hair as part of caring for themselves.

CAMPAIGN EXECUTION TEXT

“Love Is In The Hair” became OGX’s global master brand tagline and appeared across television commercials, Times Square billboards, digital advertising, print and social media.

PROJECT CREDITS 

Agency
UWG

Creative Director, Art
Emilio Ayala

Creative Director, Copy
Sasha Muradali

Director, Strategy
Nandi Smythe

Senior Copywriter
Calvin Butts