Oribe Brushes & Combs
The launch of Oribe's Brushes and Combs collection put the product in the hands of the people whose verdict the industry follows — top-tier beauty editors first, then the backstage teams at New York Fashion Week.
A brush is a tool, and tools are judged by the professionals who use them all day. GCW's launch was built around that. A curated selection of the crafted brushes and combs went first to top-tier beauty editors, to capture the influential voices in the category before the collection was on shelf.
The collection then made its debut at New York Fashion Week SS23, where the brushes and combs were tested in the settings that count — behind the salon chair and backstage at Gabriela Hearst, Eckhaus Latta and Ulla Johnson.
The hairstyles the tools produced went down the catwalk, which is a live demonstration no press release can buy, and the anticipation for the collection built from there.
Results
- Debuted at New York Fashion Week SS23
- Tested backstage at Gabriela Hearst, Eckhaus Latta and Ulla Johnson
- Seeded to top-tier beauty editors ahead of launch