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OUAI Haircare

Winner of multiple awards within the beauty category, including Sephora's Best Digital Player in 2017 and Best Brand/Agency Collaboration at The Glossy Awards 2018, Métier Creative was hand-selected by Jen Atkin to help launch and develop the brand identity of OUAI Haircare.


Everything We Did
  • Brand Communication Strategy
  • Social Media Strategy
  • Digital Content Production & Post Production
  • Copywriting
  • Monthly Content Calendars & Auditing
  • Community Management
  • Influencer Partnership Casting
  • Influencer Seeding
  • Partnerships & Programming
  • Campaign Management

With a strong emphasis on being a unique social-first and socially-innovative beauty brand, much of the branding and marketing efforts fell upon Métier Creative to convert fans of Jen Atkin into early adopters and genuine brand advocates of OUAI.


#OuaiAddicted to social-first packaging

OUAI x Off-White

To disrupt the social space and launch OUAI’s ground-breaking hair supplements, we concepted a playful collaboration with Virgil Abloh from Off-White. To create a full 360-campaign both online and offline, we highlighted founder, Jen Atkin, as a dealer of the pills, creating a buzzworthy stream of content and press. Recipients of the social-first mailer, designed in collaboration by Metier and Virgil Abloh’s team, received an Off-White-branded Swell bottle (to wash down their supplements with), as well as an Off-White interpretation of a modern day pill box.


As the social Agency of Record, we spearheaded all facets of the brand, including: art direction and production for custom content, product launches, influencer mailers and seedings, and community management. By creating a narrative around the OUAI lifestyle and consumer, we quickly built a cult-like following that continues to rapidly expand everyday. In just under 2 years, we successfully grew @OUAIhaircare to almost 300,000 followers (on Instagram alone!)




OUAI x Sephora Canada

To support the partnership between OUAI and beauty retail giant, Sephora, Métier Creative was tasked to concept an influencer mailer featuring the brand’s topselling SKUs. Enter: Trudeau’s Trunk – an oh-so-Canadian themed boxset made, well, for the ‘gram. We riffed on the original 1/200 OUAI Mailer (a limited edition mailer Metier designed to seed the first-ever wave of OUAI products to 200 exclusive tastemakers) and concepted a distinctly Canadian spin-off boxset that felt equally covetable and exclusive. Think: Drake pins, Maple Syrup, and pops of patriotic Red.