Personal Care Brand OGX Takes Over a Car Wash to Introduce New Products

Drive-thru activations remain the safest way for brands to engage potential customers in person during the pandemic. To launch a new product line, personal care brand OGX took its products out of the bathroom and into a car wash. The Vogue International-owned shampoo and body wash brand took over 1907 Car Wash in Los Angeles on Feb. 5 to introduce customers to three new collections. The experience was free and open to the public and, naturally, required guests to stay in their cars and wear masks. Hanan Wajih, senior marketing director for North America at Vogue International, said OGX developed the idea to give fans, influencers and media the now rare opportunity to attend a brand experience in person. The activation also extended OGX’s ongoing "Uncap the Love" campaign, focused on inspiring self-love and confidence among customers. The brand debuted a keratin collection for smoothing, purple toning for blonde hair and coconut products for fine curls. “Being close to Valentine’s Day, we thought this would be a nice way to leverage a car wash as a metaphor for [washing your] hair,” Wajih said. “Usually during our launch events, we can pamper our guests and display our products. We had to think about how to do this in a creative and safe, contactless way.” The brand worked with agency MKG to produce the activation, which invited attendees to drive through a heart-shaped archway and entry area with product information. The activation included stations with life-size installations of shampoo bottles, contactless product gifting, the car wash itself and a photo op. “People have been cooped up, so it’s important that when they’re able to go out and experience something Covid-19 safe, we do it in a thoughtful and engaging way,” MKG president Christine Capone added. “We wanted to remind them that OGX is here for you and good for you.” OGX ensured the environment was as bubbly as possible. Branded car washes have been an experiential marketing concept since before the pandemic. MKG previously picked up that trend by producing drive-thru activations for brands including Freeform in recent months. However, with Covid-19 cases hitting critical numbers in California, the production team had to be extra cautious in developing safety protocols. MKG producer Elicia Howard said her team required staff to test negative for Covid-19 at least four days before working the event and implemented daily temperature checks and onsite rapid antigen testing during production and execution, which has become a new normal for TV and film productions. Safety measures also included providing PPE to all staff on site, requiring masks and gloves to be worn at all times, escalation policies in case of emergency and having a certified Covid-19 compliance officer monitor the event. Additionally, OGX promoted the event on its Instagram with reminders about wearing masks, social distancing and staying home when feeling sick. Workers were required to test negative for Covid-19 before guiding attendees through the car wash. Wajih said the brand will measure the car wash’s success by analyzing earned and paid media impressions and social impressions, along with attendance (an estimated 500 to 1,000 people) and onsite engagement. “This was about making sure we could drive consumer awareness about our new products and their benefits, and educating press, influencers and consumers about those products,” Wajih said. “These events are really driven by product trial, [so we hope] this will encourage attendees to try our product line.”