OGX® Taps Shay Mitchell as Global Face in Strategic Pivot Toward Hair Repair Leadership
OGX®, the mass-market haircare brand under Kenvue, has named Shay Mitchell as its first global brand ambassador. The post OGX® Taps Shay Mitchell as Global Face in Strategic Pivot Toward Hair Repair Leadership appeared first on Global Cosmetics News.
THE WHAT? OGX®, the mass-market haircare brand under Kenvue, has named Shay Mitchell as its first global brand ambassador. The move aligns with a major marketing shift centered on hair damage repair and affordability.
THE DETAILS Mitchell fronts a new global campaign promoting OGX®’s Bond Protein Repair line, a range developed with bond-building technology typically found in prestige salon brands. The campaign also features trichologist Abbey Yung and leans heavily into educational content across TV and social platforms. A new styling protectant — the Bond Protein Repair 450°F Heat Protect Spray — headlines the product push, promising visible repair results at a lower price point.
THE WHY? The appointment of Mitchell signals OGX®’s intent to reposition itself more aggressively in the science-backed haircare space, where consumer demand for effective damage repair continues to grow. With increased competition from both salon and influencer-founded brands, OGX® is betting on recognisable faces, expert validation, and lower price points to differentiate itself in a crowded market.
The post OGX® Taps Shay Mitchell as Global Face in Strategic Pivot Toward Hair Repair Leadership appeared first on Global Cosmetics News.
