OGX® Names 22squared First Ever Agency of Record

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Shampoo brand engages firm with retail, social, digital expertise to create their first integrated national campaign.


22squared is a leader in the digital and social media space...They brought us a beautiful, fully integrated campaign with our products at the center that will build awareness of the OGX brand and fuel advocacy.

After a competitive review with several New York agencies, shampoo brand OGX® has named Atlanta, Ga.-based independent advertising agency 22squared their first advertising agency of record. OGX is the agency’s first health and beauty client and they join 22squared’s roster of iconic retail and CPG brands, a group that includes American Standard, Buffalo Wild Wings, Dunkin’ Donuts and Kellogg’s.

“A new report from Mintel shows that fragrance is the most sought-after attribute in the shampoo category, and OGX is loved for its exotic fragrances with hair-enhancing benefits,” said Richard Ward, president and CEO, 22squared. “The quality of OGX’s product line combined with our social-centric approach will yield strong results with the consumer target, and this health and beauty brand will add to 22squared’s growing CPG category client roster."

OGX is owned by Clearwater, Fla.-based Vogue International. Founded in 1987, privately held Vogue sells shampoos, body washes and lotions in national retailers like Walmart, Walgreens and Target. In its first national campaign, OGX will showcase their product with a renewed focus on the beauty of natural ingredients like argan oil, coconut milk and avocado.

“22squared is a leader in the digital and social media space with a long history of success in the retail category,” added Jaime Kontz, Marketing & Product Development Manager, Vogue International. “They brought us a beautiful, fully integrated campaign with our products – the iconic bottle, our exotic ingredients – at the center that will build awareness of the OGX brand and fuel advocacy.”

Launching in the third quarter of 2014, the national OGX campaign will extend beyond traditional beauty industry print to include digital, social and mobile, all designed to encourage consumers to explore and enhance their hair’s natural beauty and share their experiences.

About 22squared
22squared is one of the largest independent, full service advertising agencies in the country. We create ideas with scale, ideas that connect brands to consumers, ideas people care about and, in turn, talk about. Because we believe that when people talk, ideas spread. We call that being exponential. And we do it for iconic brands like American Standard, Baskin-Robbins, Buffalo Wild Wings, Dunkin' Donuts, PGA TOUR Superstore and Toyota. Visit us at 22squared.com to learn more.

About OGX
OGX® is for all of us who aspire to make better choices and are aware of the integrity of ingredients. OGX® salon-inspired formulas contain exotic active ingredients, are paraben free and use a unique blend of sulfate free surfactants… plus, they smell absolutely amazing. Our products are not tested on animals, a fact we are proud of and will not change. And our continued mission is to never sacrifice performance in our quest for sustainability. For more information, visit us at beautypureandsimple.com.

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