Ouai for TikTok.
OUAI (noun) — pronounced “way”. OUAi means yes, in a casual, Parisian way.
Ouai is a hair care and body care brand created by celebrity hairstylist Jen Atkin. The target audience for Ouai is Millennials and Generation Z, the majority being female. Ouai is for the consumer who wants to look and feel expensive but is also on a budget. My favorite way I have heard Ouai describe their customer is “wears Zara but looks like Celine”. Their target audience is into pop-culture, and what’s currently trending. On all of Ouai’s social media platforms the brand keeps a neutral, and aesthetically pleasing, theme. The brand mainly focuses on product shots, consumer’s selfies, videos, and memes. Ouai keeps it humorous and relatable. The product I have chosen to promote is their fragrance line. I believe this will be a fun product to promote as each fragrance is named after an iconic location around the world. The current perfumes are: North Bondi, Melrose Place, Mercer Street, and Rue St. Honoré.
The ideal influencer for Ouai’s marketing is funny, relatable, and as an audience with the age range of 18–28. They live and breathe pop-culture, keeps up with what’s trending on social media, and lives a luxury, but relatable, life. After identifying the perfect influencer for Ouai, two came to my mind @theaudreypeters and @itsmetinx. The platform I have also chosen to create my campaigns for Ouai on is TikTok.
To start off @itsmetinx found her claim to fame on TikTok but has also been rapidly growing of Instagram as well. Tinx originally grew from her “Rich Mom Starter Packs”, which could be a perfect collaboration to promote Ouai. A “Rich Mom Starter Pack” is exactly what it sounds like, stuff a rich mom NEEDS. Tinx picks random cities around the world and breaks down what that mom in that city has. These videos are hilarious to watch. Tinx has broken into this niche and created “Rich Mom Culture”.
Tinx would be an ideal influencer for Ouai. She’s funny, relatable, and loves “Rich Mom Culture”. Tinx is very vulnerable with her following and is real about what it is like in your 20’s. She is open about how social media makes you feel like you’re supposed to have life figured out by 25, be married with three kids and a vacation home in the Hamptons by 27. My favorite quote from Tinx in an interview is “Your 20’s are mis-marketed”. Her following is very faithful to Tinx and her “starter packs”. She is also often referred to as “TikTok’s Big Sister”. I believe Ouai and Tinx could collaborate and maybe make a “Melrose Place Rich Start Pack”. This would be ideal as Tinx also lives in West Hollywood, where Melrose Place is located. **all ideas as TikTok videos**
I also believe @theadureypeters would be an ideal partnership to promote the Ouai fragrance line. Audrey is an influencer who also originally started their following from TikTok. Audrey is a 20-something year old living in New York City who works as in social media. Audrey’s keeps her content relatable talking about dating, vlogs, and products she’s loving. She also keeps it real with her “fashion” videos on TikTok and loves to travel. Audrey loves Paris and I believe collaborating with the Rue St. Honoré fragrance would be perfect. Audrey is in Paris now and I think a “Paris Vlog” featuring this fragrance would be perfect. I also came up with the idea of “What’s in my bag — Paris Edition”. This would be a great way to incorporate a luxury feel with the perfume. Audrey has many designer handbags, and I believe that would build off the luxury fragrance. **all ideas as TikTok videos**
