Building a best-in-class beauty brand with OUAI

Brand Communication & Social Strategy, Content Production

THE CONCEPT: 

To launch OUAI, Métier created a brand communication strategy that supported conversation for a community obsessed with both healthy hair and a coveted lifestyle. Our ownable brand messaging punched through each of OUAI’s marketing channels, from social and digital, to influencer and in-store.

THE EXECUTION: 

To bring OUAI to life, we produced a range of custom content, from elevated lifestyle-driven photography, to UGC and meme-inspired assets, that intentionally blurred the lines between brand and consumer. The resulting visual language was immediately adopted by Atkin’s audience, with followers clamoring to produce their own at-home versions of our brand content – a pattern that’s lasted until today. 

Campaign Development & Execution, Influencer & Brand Partnerships

THE CONCEPT: 

As an aspirational brand built by and for the community, we recognized from the start that OUAI needed to be a highly coveted experience — even amongst Atkin’s elite celebrity clientele. In ongoing work with the brand, we concepted a variety of seedings and partnerships so cheeky and playful that even the most-followed faces in fashion and beauty raced to share on their social feeds.

THE EXECUTION: 

To launch the brand’s ground-breaking hair supplement collection, we concepted an unexpected collaboration with LV visionary, Virgil Abloh. Via a 360° campaign roll-out, we introduced Atkin as the “plug,” and designed a buzzworthy seeding kit in partnership with Off-White. The limited-edition merch became a hot commodity as soon as it shipped out — original editions of the collab mailer can be found retailing on EBay and other resale sites.