Ouai has launched its Hair Gloss ($34), available at TheOuai.com and Sephora.com.
In 2022, Spate reported an uptick in online searches for hair glosses. Related searches included terms such as treatment, at home, what is, clear, salon, for gray, glaze and shine. Searches for "at home" in particular pointed to a desire to achieve effects outside the salon.
"Shine isn't just a glow; it's synonymous with vibrant, healthy hair—a feat that's often elusive or held to salon professionals," says Diana Pratasiewicz, director of education content. "Unlocking that coveted shine at home is both convenient and impactful, allowing you to flaunt your hair's brilliance effortlessly. As the skinification of hair takes center stage, individuals are shining the light on the outcomes of their dedicated hair care routines, embracing a healthier, radiant approach to hair care."
The gloss provides immediate shine while treating damage, enhancing color vibrancy and protecting against color fading, and defending the hair from heat damage up to 450° Fahrenheit.
The formulation, which works in straight, wavy, curly or coily hair, features key ingredients such as sugar beets, hyaluronic acid, rice water and panthenol.
The gloss is fragranced with the brand's North Bondi scent.
"The fusion of skin care principles with hair and scalp care is fueling a wave of innovation in products," says Pratasiewicz, "blending luxurious textures and powerhouse ingredients. Think peptides and hyaluronic acid—once skin care staples, now transforming your scalp and strands with similar benefits. Just as skin care routines layer on goodness, hair care is now being seen in the same spotlight, embracing a multi-layered approach to unleash the full potential of your hair."
As for the gloss rollout, James Tuffin, director, communications and influencer marketing, says, "For this launch, we wanted to build a 360-campaign speaking to different groups within our community. We're kicking the campaign off with a brand-new creative direction featuring dynamic Ouai Hair Gloss imagery, showing the benefits of shine and hydration on models with different hair types. For our influencer and press community, we're seeding the product for their trial and application in a fun new way (no spoilers). We’re doing our first-ever AI campaign on our social channels—featuring the Ouai Gloss Wash—our vision of the world’s first gloss wash for your car! We’ll also be partnering with our retailer Sephora for an interactive IRL event with our Los Angeles community in January, as well as international events in the United Kingdom and Australia."