Oribe Launches 2017 Brand Video Campaign

Oribe global ambassador James Pecis filmed nine longer-form tutorials with the professional hairstylist in mind.

Oribe Hair Care recently announced the launch of their 2017 video campaign sought to inspire professional hairstylists and consumers alike. The collection of 25 videos can be accessed on the brand’s website at oribe.com/films. Each video displays the breadth and versatility of the Oribe styling product collection and features a cast of seven models, influencers and tastemakers spanning across different ethnicities and genders. 

To appeal to the digital-first world, 16 of the videos were shot using a selfie format. These videos feature a model styling his/her own hair to create a range of looks, from an effortless updo to voluminous looks for short hair. Less than a minute in length, each video offers easy-to-follow, step-by-step instructions for creating wearable styles with Oribe products. 

“For this year’s campaign, we considered how our target audience views content online and applied those insights to the video shoot,” says Caitlin Gaffey, vice president of marketing for Oribe Hair Care. “We know our consumer relates best to ‘real people’ styling ‘real hair,’ which is why we casted a range of hair textures and lengths and included men for the first time.”

Additionally, Oribe global ambassador and renowned editorial hairstylist James Pecis and Oribe director of training and content, cutting, Coby Alcantar each stepped foot in front of the camera to shoot nine longer-form tutorials, created with the professional hairstylist in mind. 

“We wanted to create interesting yet wearable looks using products that can be found in every hairdresser’s kit,” says Pecis. “The videos really showcase the versatility of the Oribe styling product collection and the range of styles they can help create."

About: Oribe Hair Care was founded by renowned editorial and celebrity hairstylist Oribe and beauty industry veterans Daniel Kaner and Tev Finger with the goal of creating a new kind of hair company, one that was designed with the most talented salon professionals and the most discriminating customers in mind. When developing the line, we didn’t want to compromise on any detail. We leveraged skin care technology and natural actives to deliver high-performance, treatment-based products—all while never forgetting that healthy hair is the underpinning for sexy, glamorous styling. Each product has been tested at length on set, backstage and in the salon to ensure that it delivers results, leaving us with a best-in-class collection that truly meets the needs of the hair-obsessed.