Oribe Marketing:

Official Influencers or Ambassadors

• According to Influence.co, the average engagement rate of Oribe official influencers is 3.325.

•  Helen Owen has been an official influencer for Oribe and currently has the largest reach of all Oribe influencers at 1.5 million, according to Influence.co.

•  Kelsey Adams has been an official influencer for Oribe on and currently has the second largest reach of 156,000, according to Influence.co.
• The official ambassador who was featured on Oribe's website last year was Janelle Therese.

Core Influencer Strategies

• A core influencer strategy that Oribe uses is to partner with professional models who already have an established media presence both in print and online.

• Oribe partners with influencers and ambassadors who are youthful, beautiful women with long flowing hair from different ethnic backgrounds as a core influencer strategy to appeal to a wider audience.
• The influencers and ambassadors who partner with Oribe are also presented as being sexy, casual, versatile, and trendy global travelers.

Previous Influencer Marketing Campaigns

• Oribe featured a "Get the Look" influencer marketing campaign on YouTube earlier this year that showcased traditional hairstyles like the messy bun, the blowout, and the twist while spotlighting their dry texturizing spray products. All of these hairstyles reflect the Oribe image of sexy, casual, and versatile.
• Oribe also featured a "Curlfest" influencer marketing campaign on Facebook earlier this year that showcased long curly hair and spotlighted their Moisture and Control hair care collection. The message of this campaign was to be natural and casual, wash and go.
• In 2017, Oribe featured a "#GoldLust" influencer marketing campaign on Twitter that advertised as "The Fountain of Youth" for hair and spotlighted their Repair and Restore hair care collection.

Brand Elements & Tactics

• Oribe successfully combines the elements of casual and luxury, old world and new world with traditional hairstyles and new technology.
• This brand continues to use the tactic of showcasing their hair care products around the world on professional models in the fashion industry and A-list celebrities.
• Oribe also uses the tactic of "inventing and reinventing to continue to strengthen influence on the hair and fashion that defines generations."

Research Strategy

Influencer Marketing Approach/Tactics

• With "Live Life Your Ouai" campaign, the celebrity hairstylist Jen Atkins wanted to celebrate the spirit, independence, and strength of women.
• The images for the said campaign captures women who are multitasking; that is the customer the company wants to focus on, women who are fierce and gentle.
• The Ouai has about 316,000 fans on Instagram and Jen Atkins, who launched Ouai in 2016, is a powerful influencer with 3.1 million followers on Instagram. The New York Times calls her the "The Most Influential Hairstylist in the World" who is courting many top models.
• One of the influencer marketing approaches used is to create a video of how to use the product and the influencers are posting it on social media. The influencer also makes non-sponsored videos since she got the products for free.
• The packaging of the products perfectly blends with all the photos published by the influencers on social media which enhances the visual marketing tactics of the company.
•  "Human relationship" plays a vital role in marketing strategy and Jen Atkins knows it very well as she replies to the comments on her Instagram, one proof that she listens to the customers.

Elements the Brand Focuses On

• The brand focuses on Instagram as its first marketing strategy and gets fragrance ideas from customers' comments. She has produced a perfume line inspired by French fragrances, scents from Hawaii and the Middle East.
• They have incorporated the fragrances in shampoo, conditioner, body oil, and other products.
• The company concentrates on marketing new products. Jen Atkin influences through her Instagram account by posting a lot about the products before the official launch which allows the customers to pre-book the products.

Influencers

• Influencer Melany Cecilia uses a strategy like 'easy volume hair hack' and explains how she used Ouai products like Ouai Dry Shampoo and Ouai Rose Hair & Body Oil to get the look.
• The average engagement rate of 'theouai' is 5.433 and there are 4 members who work for the social media account. They have about 870 members and 12 influencers were also featured on it.
•  Megan Gentry, one of the influencer and content creators who has 14,900 followers on Instagram, has featured Ouai products like dry shampoo and hair oil.
• Some influencers like "moderndayshivalry" make videos about how to get a wavy hairstyle using Ouai products and post it in their social media.
• They are also celebrity influencers like Instagirls and dog-fluencer: Chrissy Teigen's pup Pippa who marketed Ouai's products.

Research Strategy:

A. Official Influencers or Ambassadors

• According to Influence.co, the average engagement rate or the total number of social media likes and comments in the last 45 days divided by the current follower count of Kerastase's official influencers is 3.136.
•  Angie Wilson, an official influencer for Kerastase, currently has the largest reach of all Kerastase influencers with 154,000 followers, according to Influence.co.
•  Axelle Blanpain, another official influencer for Kerastase, currently has the second-largest reach of all Kerastase influencers with 29,000 followers, according to Influence.co.
•  Lisa Haydon Lalvani, a famous model, has been named as the brand ambassador of Kérastase in India.
• The official brand ambassador featured on Kerastase's website is Emily Ratajkowski. The model, actress and artist has nearly 17 million followers on Instagram.

B. Core Influencer Strategies

• A core influencer strategy that Kerastase uses is to partner with lifestyle bloggers and models who have influential media presence in print magazines such as Vogue, Cosmopolitan, Harper's Bazaar, L'Officiel, ELLE, and others.
• Kerastase partners with influencers with strong impact on the online media, as well. These influencers focus on fashion, beauty, and lifestyle through their websites and blogs.
• With sophisticated, sexy, and strong women as influencers and ambassadors, Kerastase gives the message that all women are unique, beautiful in their own way, and can carry different hairstyles with different changing cuts, colors, and textures.

C. Previous Influencer Marketing Campaigns

• Kerastase has featured an influencer marketing campaign on Facebook with Ania Wendzikowska, a TV journalist and traveler who showcased Kerastase’s Nutritive 8H Magic Night Serum's effectiveness during night time.
• In early 2019, Ocean Lewis, a social media influencer, was part of the campaign, "TheBlondeIDare," which showed that Kerastas gives stunning highlighted blonde look and keeps the hair hydrated.

D. Brand Elements & Tactics

• Kerastase uses the tactics of presenting their hair care products with the tag, “Fan Favorites,” to imply that the product is favored by influencers, editors, fans, stylists, and celebrities.
• Kerastase uses the tactics of targeting professional hairdressers. The professionals make a rich source of knowledge and feedback about which product enhances the lives of customers' experience.
• Kerastase focuses on personalized marketing. The brand launched its latest innovation, the world's first "smart hairbrush," which data would allow more personalized marketing with the beauty brand being able to communicate directly with consumers.