Oribe Hair Care is re-entering world-building mode.
The professional hair brand, which was cofounded in 2008 by Daniel Kaner and late celebrity hairstylist Oribe Canales, is revamping its creative direction with an edgier twist, beginning with the campaign for its newest Hair Alchemy Bond Building Elixir.
Featuring two French bodybuilders — Tjiki Sidibe and Dianna Blanchard, otherwise known as Dianna Legkiller — the campaign looks to bring a “wink and a smile” to the launch and, more broadly, the Oribe brand, said Kaner.
“It’s a little humorous, a little sexy, a little fetish; a little fashion and a little retro…[Oribe Canales] was so charismatic, he was so charming and funny, and this campaign captures some of that DNA,” said brand president Kaner of his cofounder, who passed away in 2018 at age 62, less than one year after Oribe’s acquisition by Kao.
Dianna Legkiller for Oribe.
