Business / News Brief
How Oribe uses annual holiday collaborations for brand-building and sales-driving
The hair-care brand intentionally seeks out brilliant, but less well-known artists to design its annual holiday gift set. The hair-care brand intentionally seeks out brilliant, but less well-known artists to design its annual holiday gift set.
5 spots left: Join us Nov. 9-11 in LA for the Glossy Beauty & Wellness Summit Typically, when brands launch a collaboration, it’s to bank on the marketability and audience of their collaborator.
That’s the play whenever a brand works with a big-name celebrity, an iconic brand or an acclaimed designer. For Oribe’s annual holiday collaboration, the goal is different.
The idea is that the thrill of discovering something you’d never seen before can be just as powerful as the thrill of recognizing something you already knew.