OGX Taps Shay Mitchell as Brand Ambassador
Fresh from tapping Tate McRae and Nicola Coughlan for Neutrogena, another Kenvue brand is getting some star power. Hair care brand OGX has named “Pretty Little Liars” actress and Béis entrepreneur Shay Mitchell its new brand ambassador. She will appear in the brand’s first TV commercial as “The Fixer” character of the Hair Damage Unit, alongside trichologist and beauty expert Abbey Yung, highlighting the toll of excessive heat, color and styling damage on hair. The campaign is for the OGX Bond Protein Repair line — a damage repair system that addresses the need for damage protection to strengthen hair. Formulated with a patented bond-building protein, the line includes the new OGX Bond Protein Repair 450°F Heat Protect Spray. There will also be an accompanying social media content series. “This is a big brand, so I was looking for an ambassador who was confident, bold, knows how to protect her hair, but is authentic and relatable,” Andrew Stanleick, president, skin health and beauty, North America and EMEA at Kenvue, said in an interview. “Shay’s got over 36 million followers on Instagram, 7.5 million on TikTok, and she has global reach. I knew she was popular in North America and Canada, but actually she tested really well
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