OGX Launches OGXperience Sensory Platform
Kenvue-owned hair care brand OGX has launched the OGXperience platform, shifting marketing focus from visual before-and-after results to the sensory
OGX has launched a new megabrand platform called OGXperience. It aims to spotlight the sensory signals that indicate hair care products are working before any visual change is seen.
The platform, from the Kenvue-owned brand, moves away from traditional before-and-after imagery. Instead, it offers an in-depth look at the science and sensory aspects of hair health transformations.
A Response to the 'Reveal'
Siddhi Sheth, Head of OGX Commercial and Innovation in the US, explained the thinking to Cosmetics Business. "Hair care marketing has spent decades chasing the reveal, that big dramatic flip of the hair when the style is done," she said. "OGXperience is a direct response to that. The real transformation starts before the end result, with how you feel."
Sheth gave specific examples of these sensory signals. "In the shower, when you feel the slip in your hair, you know it is working."
She clarified that the platform is not against showing final results. "OGXperience is not anti-reveal. It is just a call to reflect on the repair experience at every step and not just something you evaluate at the end."
Inspired by Routine Tension
Sheth said the idea came from identifying a common tension in hair care routines. "Consumers know their routine better than anyone, but that familiarity can come at a cost."
The platform was inspired by the OGX team re-examining its own product innovations. "This platform is inspired by us taking a collective pause as a team, going back to some of our most iconic innovations and noticing that their texture, scent, spray patterns and sound break that mundane routine," Sheth stated. She said these elements provide a repair experience that is "truly unique and exciting."
Focusing on the Journey
The OGXperience platform shifts the focus from the end result to the journey of using the product. "We want consumers to actually notice what is happening in their routine, the way the formula feels in their hands, the scent that lingers after they rinse, the sound of the product working," said Sheth.
She described these sensory details as signs that repair is underway. The platform is positioned as a call to action to tune into those moments during the hair care process.
