I started using a new shampoo and conditioner. The brand is called Ouai (pronounced “way”). I read great reviews about the product, so I thought I’d give it a shot.
Ouai is a minimalistic brand. There’s not a ton of copy on the website, the packaging is neutral, and the tagline is simple: Giving you the confidence to win life your OUAI. Translation: they want their customers to feel confident in their own skin.
I like it. It’s not the most unique idea for a modern beauty brand, but the message will resonate with a certain audience.
Sit tight - there’s more.
I looked at the back of my conditioner bottle today. The directions read, “Apply on wet hair from roots to ends. Comb through with fingers (don’t forget to shave both legs) then rinse clean.”
Don’t forget to shave both legs!
I giggled. How kitschy! How clever!
If you shave your legs, you know a great time to do it is while conditioner sits in your hair. It makes your time in the shower efficient and helps you get the most bang for your conditioner’s buck.
Ouai put a stake in the ground about their audience with this tiny detail. They’re not the kind of brand that says, “leave conditioner in for 2-3 minutes, then rinse.” Why? Because they trust their customer already knows that.
Ouai is never going to tell you exactly what you should do. Why? Because their brand is built on the idea that you should do life YOUR WAY. And Ouai knows their customers are the kind of people who appreciate a clever wink written into application instructions.
Ouai, while minimal and understated, is a disruptor.
They don't have to be loud about it. Loud wouldn’t be them. They say it with 6 words on the back of a conditioner bottle instead.
