Kenvue : Demi Lovato collaborates with OGX® on its first-ever brand anthem

SKILLMAN, N.J. - July 16, 2024 - The 'OG' in hair care spotlights new brand formulas with a music-led social campaign "OG Who? OGX"

Who
Singer, songwriter, and actor, Demi Lovato, is partnering with OGX®, the #1 hair repair brand*, to create a brand anthem that plays on the fun that comes from expressing oneself through hair.

Why
Throughout the years, Demi Lovato has inspired many with her fierce voice and bold hair transformations. Recognizing that hair is an artful form of self-expression, OGX® is kicking off their latest campaign, "OG Who? OGX" with its first brand-inspired anthem co-written by Lovato that ties to the national release of the brand's new and improved shampoos and conditioners made with its proprietary Lipi Pro Shield™ Technology.

"While people know the OGX® bottle and the results the brand's products provide, many don't know our name. This campaign gives us the opportunity to re-introduce ourselves to fans and followers with a catchy song," said Jen Brady, Head of Commercial, Hair Care, Kenvue. "Demi was the perfect choice for us, given she's known for her bold hair choices and beautiful vocal range. She delivered a song that I know I'll be singing all summer long. It's so fun and really embodies the confidence and joy we know hair transformations can create."¹

What

• The Lovato x OGX® brand anthem, "OG Who? OGX", debuted on TikTok on July 12.
  
• Fans and followers can look out for ways to interact with the anthem by following along at @ogx_beauty on Instagramand @ogxbeauty on TikTok. You can listen to it here.
  
• As part of the campaign, Lovato will create custom social media content and perform the brand anthem live in Los Angeles on July 18.

About the new products

• The new and improved OGX® shampoos and conditioners enhanced with Lipi Pro Shield™ Technology helps prevent and repair damaged hair by delivering 2x more lipid and protein protection**, sealing the hair cuticle and protecting it from external aggressors.
  
• All hair types can benefit from one of these high-performing formulas, specially formulated to address different hair needs from strength to volume and texture for healthy hair in just one wash***.
  
• The upgraded washes are available in: OGX® Thick & Full + Biotin & Collagen Shampoo and Conditioner, Renewing + Argan Oil of Morocco Shampoo and Conditioner, and Nourishing + Coconut Milk Shampoo and Conditioner, now at Target, Amazon, Walmart, and mass retailers nationwide.

*Johnson & Johnson Consumer Inc. calculation based on Scantrack for the Hair Care category for the 52 weeks ending 12/02/2023 time period, for the total U.S. market, xAOC. Copyright © 2023, Nielsen Consumer LLC

**vs. non-conditioning shampoo, with continuous use

***vs. non-conditioning shampoo
__________________________________________

¹Jen Brady is an employee of Johnson & Johnson Consumer Inc., a subsidiary of Kenvue