OUAI - Singapore & Australia Press Tour

This March, OUAI, the LA-based haircare founded by celebrity hairstylist Jen Atkin,  embarked on their press tour throughout Singapore and Australia, with the support of Portobello PR. The goal was to build new relationships for the brand, while driving awareness and content for OUAI in the Singaporean and Australian markets. In total, we achieved a reach of 23,066,135 across the full tour.

In Singapore, Sydney and Melbourne, Portobello facilitated a combined total of 36 one-on-one appointments for the OUAI team to meet with top tier press, including Vogue, Instyle and Elle, which was critical in educating media on the brand and products, ultimately securing longer form editorial. The OUAI team also engaged with VIP’s and talent including Emily Venz, Amelia Marnie, Olivia Calabio and Ava Francis, allowing relationship building amongst the Australian and Singapore influencer landscape. 

During the Sydney leg of the tour, we also held a cocktail event in Bondi Beach at the newly refurbished Promenade at Bondi Pavilion. 103 guests enjoyed a beautiful evening of cocktails and canapes, including Janelle Han and Tahnee Cook (Married At First Sight), Lily Brown, Suzan Mutesi and Liv Rahme. The evening successfully allowed the OUAI team to meet with a diverse range of press, key influencers, KOLs and hair and makeup artists.