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Jen Atkin’s past and present are colliding with a new collaboration.
Mane, her hair tools brand available at Sephora, is teaming with Ouai, the brand she founded in 2016 and sold to Procter & Gamble in 2021. Atkin holds the title of founder at both brands, in addition to her talent management company, Highlight Artists.
Simply called the Mane x Ouai The Anti-Frizz Kit, the set encompasses Mane’s new Hot Straightening Brush and Ouai’s Anti-Frizz Crème. It will debut at Sephora on Jan. 27, and will retail for $98.
Atkin thinks this collaboration would give Ouai access to Gen Z and Gen Alpha, Mane’s audience; Mane would be able to tap into Ouai’s Millennial consumers.
“We’ve been looking at the audience for both brands, and it’s so fun to create product for consumers that are in different phases of their lives. With Ouai, we’re growing up with the Millennial beige girl. It’s been eight years. For them, what we’re doing with Mane is fun and nostalgic,” Atkin said. “Then, there’s a newer consumer at Sephora. There’s a fun synergy between Gen Alpha, Gen Z and Millennials, and you see moms and daughters walking into Sephora together and coming out with products from both brands.”
The value propositions for each also go hand-in-hand. “Ouai has always been known for simplifying your hair routine,” Atkin continued. “And with Mane, we’re all about getting you out the door faster. We talk about styling in no time that lasts a long time.”
Hence the tagline: “Tame your Mane, and get on your Ouai.”
“Both brands are focused on performance, and they’re easy to use,” said Rachel Jonas Gilman, chief executive officer of Mane. “If you can brush your hair, you can use this tool, and Ouai represents the same thing as far as formula performance.”
Mane, which just debuted a year ago, also benefits from the awareness a more developed business like Ouai can offer. “It was a good opportunity to introduce the new tool, partner with our sister brand, focus on brand awareness and it’s exclusive at Sephora,” Jonas Gilman said. “It goes on the heels of the success that Ouai has had at Sephora.”
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