The Mane x Ouai The Anti-Frizz Kit Speaks to Gen Z and Millennials
Laura McQuarrie — January 22, 2025 — Marketing
References: sephora
The limited-edition Mane x Ouai The Anti-Frizz Kit is set to launch soon exclusively at Sephora, pairing a Hot Straightening Brush with an Anti-Frizz Crème. Supporting beauty lovers with wavy, straight, and curly hair, this co-branded kit focuses on not just fighting frizz but also delivering heat protection, smoothing, and nourishment.
While Ouai's multi-benefit Anti-Frizz Crème features upcycled jackfruit, beetroot extract, and plant-based polymer for lasting control and protection, Mane's Hot Straightening Brush speeds up styling and delivers a look that lasts.
With this strategic collaboration, Ouai appeals to Gen Z and Gen Alpha, and Mane reaches Millennials. “With Ouai, we are growing up with the Millennial beige girl and it has been eight years. For them, what we are doing with Mane is fun and nostalgic," Ouai founder Jen Atkin revealed to WWD.
While Ouai's multi-benefit Anti-Frizz Crème features upcycled jackfruit, beetroot extract, and plant-based polymer for lasting control and protection, Mane's Hot Straightening Brush speeds up styling and delivers a look that lasts.
With this strategic collaboration, Ouai appeals to Gen Z and Gen Alpha, and Mane reaches Millennials. “With Ouai, we are growing up with the Millennial beige girl and it has been eight years. For them, what we are doing with Mane is fun and nostalgic," Ouai founder Jen Atkin revealed to WWD.
Trend Themes
1. Sustainable Beauty Ingredients - The use of upcycled jackfruit and beetroot extract in Ouai's Anti-Frizz Crème highlights the potential for eco-friendly formulations in hair care products.
2. Customized Hair Solutions - The combination of the Hot Straightening Brush and Anti-Frizz Crème in one kit addresses diverse hair needs, emphasizing the shift towards tailored beauty solutions.
3. Targeted Demographic Marketing - The collaboration appeals specifically to Gen Z, Gen Alpha, and Millennials, showcasing a focused demographic approach in product marketing strategies.
Industry Implications
1. Hair Care - The innovation in frizz control and styling tools within the co-branded kit indicates a growing demand for multifunctional hair care products.
2. Retail and E-commerce - Exclusivity at Sephora aligns with a trend of strategic retail partnerships which drive customer engagement and product visibility.
3. Sustainable Cosmetics - Incorporating plant-based polymers and upcycled ingredients caters to the increasing consumer interest in sustainable and environmentally-friendly beauty products.
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