The Strategy

Everyone knows the OGX bottle, but few remember the name. Even women who do, often pronounce it wrong. And attempts to fix it never stuck. In a sea of female influencers touting beauty products, we had to break through.

The Idea

So, we found a man and let him, well, act like one.We enlisted former childstar-turned-influencer Josh Peck to mansplain hair to women. Yes, mansplaining: the thing women loathe. But we saw it as a little playful trolling. As a female-focused brand, we tapped into the everyday nonsense women endure and invited them to laugh (and eye roll) with us.

We mansplained for over a month, brought in influencers – including Tefi Pessoa and Cyrus Veyssi – conducted "man quizzes," and even changed our social bios.

The Results

Our audience appreciated the mockery: the purposeful mispronunciations, the ridiculous product descriptions. They found the portrayal funny enough to “allow” 53 seconds of manplaining – and, in the process, learned how to say our name right.