Ouai | Daily Care Campaign

Brand Voice | Copywriting

I developed the concept + copy for the Ouai Daily Care collection relaunch, which simplified a haircare routine according to 3 different types: thin, medium and thick. The concept was inspired by the personal, “real” struggles of having a particular type of hair, as well as targeting the benefits of the specific care lines to the concerns of having that hair type. The campaign came to life across various channels, including social and outdoor, as well as a quiz on their site.