Ouai
Achieving #HAIRGOALS
The Power of Brand
Celebrity hairstylist Jen Atkin wanted to disrupt the haircare market with a chic AF brand for the girl who buys Zara but wears it like Celine.
Overview
CASE got Jen’s vibe — from naming and identity to packaging to digital marketing and e-commerce. Result? A brand now coveted by it girls everywhere.
Jen Atkin, Ouai Founder
“If you haven’t heard of Jen Atkin yet, no offense, but where have you been? The go-to mane master for the entire Kardashian family was recently declared the most influential hairstylist in the world by The New York Times.” –Elle.com
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Naming
“Ouai means yes, in that casual, Parisian way. It’s about saying yes to real hair for real life. And to looking chic, no matter how many followers you have.” –Jen Atkin
Brand Identity
Inspired by vintage French packaging, the brand is chic, modern and minimal. Beauty imagery, shot by Mike Rosenthal, captures Jen’s signature “model-off-duty” look.
Packaging
“I wanted it to look really pretty in the bathroom ... have it be selfie-worthy.”–Jen Atkin
Digital
“A mobile-native digital experience with an editorial vibe allows fans to shop and subscribe to their fave products, or view quick how-to videos to get the look without a glam squad.”
Results
Since launch in February 2016, OUAI and Jen Atkin have blown up the internet, with hundreds of awesome media mentions and shout outs from #OUAIaddicts and celebrity fans. First month sales exceeded expectations with multiple products selling out in days. The brand is available at theouai.com and select Sephora stores, and will launch internationally later this year.
