19 July 2024

Oribe Forever Obsessed – A Film Depicting the Journey of a Brand

Luxury haircare brand, Oribe, recently shared a deeper look into its quest to craft more consciously. Icetank in London’s Covent Garden was the destination where a select group of VIP salons, press and industry influencers could share a deeper dive into Oribe’s extraordinary journey.

The event included  an informative discussion, creative inspiration and a truly unique, personalised experience.  

Oribe Forever Obsessed
Oribe Vice President of Product Creation, Jennifer Smith

Oribe Vice President of Product Creation, Jennifer Smith, leads product creation and visual direction for the brand and its packaging. She is integral to design, creating and launching iconic products such as the best-selling Gold Lust and Hair Alchemy collections, as well as leading the growth of Oribe’s identity as a luxury hair care brand  Jennifer gave guests an intriguing insight into how Oribe is always evolving and pushing the boundaries of performance and why every detail matters.

Sustainability Strategy

Jennifer also discussed Oribe’s Sustainability Strategy, in partnership with agency Futerra. This took years in the making and was brought to life through four critical pillars:

  • Developing better luxury packaging
  • More mindful formulations
  • Lower carbon emissions
  • Striving for greater diversity, equity, and inclusion

Oribe Forever Obsessed

Jennifer then introduced the private screening of the Oribe Forever Obsessed brand film. This represents the visual celebration of the brand’s work in this space.

Oribe Forever Obsessed
Group Discussion with (l-r) Alice Roche-Naude, Jennifer Smith, Rankin & Julie Winchester.

Following the screening, Kao Salon Division’s UK General Manager, Julie Winchester led a panel discussion with Jennifer Smith, Alice Roche-Naude, Sustainability Strategy Director at Futerra, plus special guest, renowned photographer famed for his iconic imagery and director of the Oribe Forever Obsessed brand film, Rankin.

Watch the Film Here

The panel held a dynamic conversation around the importance of sustainability to the Oribe brand, the panellists, and to the industry as a whole. They also discussed how the brand is actioning their commitment in this space, and learned more about the desired intention behind and impact of the Oribe Forever Obsessed film.

The event culminated with some of guests the experiencing  firsthand the creative process behind Rankin’s iconic imagery with their very own personal portrait photoshoot session.

 #oribeobsessed #foreverobsessed


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