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LOS ANGELES—With their signature rounded bottles in bright colors, OGX Beauty products are hard to miss on store shelves. So it only makes sense that the brand's events and activations are just as eye-catching as its products.
“There is so much personality and heart in the OGX brand, and that really comes through in 'IRL' events," explained Lydia Berg-Hammond, senior creative strategist at MKG, an experiential agency that's worked with the haircare brand on a number of recent activations. "All of their marketing efforts reflect their values of self-love, confidence and self-expression—but there’s a very special magic that happens when people get the opportunity to experience those values in person, play, ask questions and really get to know the brand."
Both the brand and MKG had those core tenants in mind when working on their latest partnership, OGX Beauty's "Love Labs" activation, which went down at Santa Monica Place from Feb. 25-26. The colorful space aimed to show guests the science behind the brand’s formulas—while also giving attendees moments to celebrate their own hair.
“OGX wanted to give guests a look into the science behind their formulas and the innovative ingredients that make them a leader in hair care," said Berg-Hammond. "Love always leads for OGX, so the experience offered plenty of moments for guests to love and celebrate their hair—but this event was also about learning what goes into the formulas, what role the ingredients play and why they’re better for your hair.”
Highlights included a memorable photo op, where guests could pose in a shower among suspended, transparent balloon "bubbles" and a shower head with a stream of iridescent beads. There were also cocktails served in beakers, plus food and drinks that incorporated OGX product ingredients like mint, coconut and white tea. To further showcase the products, guests could enjoy science demos and do a quick pH test.
“We are very proud of the attention to detail within the propping, florals and real OGX ingredients," said Berg-Hammond. "Featuring the products in their iconic OGX bottles was a given, but we felt it was important to go above and beyond to bring in real fruits, flowers, oils and even real Argan nuts! These fresh elements helped create a sensory experience within the pop-up, bringing the products to life and illustrating OGX’s ongoing commitment to quality ingredients.”
In addition to the installation, OGX and MKG teamed up with bike rental service Joy Ride. Activation guests and passersby who showed proof of an OGX purchase received complimentary rentals on branded OGX bikes.
"The excitement to 'get back out there' is so strong right now, and with events like the OGX Car Wash, Governor’s Ball activation and 'Love Labs,' it’s clear how well-suited a fresh, youthful and love-fueled brand like OGX is to engage with that excitement and energy," said Berg-Hammond.
Check out the list of partners involved in the activation, and keep scrolling for more details and a look inside.
VENDORS
Audio: Stories Illuminated
Bike Rentals: Joy Ride Santa Monica Tours
Catering: Contemporary Catering
Creative Agency: MKG
Fabrication: Pink Sparrow
Graphics: The Atwater Art Company
Photography: Ben Draper
PR: Bold PR
Staffing: Perfect 10 Promotions
Talent: AKT Agency
Venue: Santa Monica Place
Videography: Christvin