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Made For Originals
Amplify + O&M continue to inspire and educate the haircare community...
Challenge
To reaffirm their position as the leader in education and professional haircare, O&M returned for a second year of Made For Originals.
The ambition was to level up the event from the previous year - returning again as ‘Australia’s biggest hair event for hairdressers by hairdressers.’
Reflecting the new brand identity and latest product range, O&M tasked Amplify with generating a premium event that inspired and educated their community with the inclusion of a greater guest experience.
Insight + Strategy
O&M’s reputation as the leader in education and professional haircare is integral to Made For Originals.
To sustain this position, our approach was to build brand affinity within the community, fostering a deeper emotional connection with the O&M brand evolution. As well as building brand equity in the Ambassador Program - showcasing the appeal of exclusive opportunities and experiences available as an Ambassador or Brand Forever Friend (BFF) - the newest tier of the COR.creator program.
Solution
Made for Origianls - Bold by Nature.
Where bold and organic intertwine, the 2024 edition of Made For Originals was a celebration of vibrant colour, expressive forms, natural textures and empathetic connections.
Held at White Bay Cruise Terminal, 700 attendees including hair industry professionals and influencers, were immersed in the evolved O&M world for a day of education and inspiration.
An iconic arrival tunnel welcomed guests into the space, shortly followed by a 10-minute Manifestation Session led by Wellness Consultant Jake Putan on the main stage.
Hosted by O&M Ambassador and Haircare Educator Kirsty-Anne, the event covered a full spectrum of hair education.
Led by globally recognised O&M Ambassadors and returning educators, guests had the opportunity to learn from the likes of Jaye Edwards, Kim Haberley, Amelia Jane, Lucas Di Oslo, Karl Dawson and many more. The openness of the event allowed guests to freely tune into Ambassador demonstrations at any point, and settle in for a panel discussion, Original Talks, hosted by O&M CEO and Founder Jose Bryce Smith.
Building on the previous year’s staple offerings of the O&M Salon and Colour Bar, this year's festival incorporated a Wig Station and Claw Machine, in addition to brand-partnered pop-up experiences for attendees to enjoy.
Accompanying the Wig Station and Jadore Hair Extension pop-up, guests were invited to explore newly launched bleach-proof clothing line Molly Vie’s mini boutique, and celebrate the new BFF Program with a selfie session at the BFF photo booth.
Available throughout the experience, guests lined up at the Claw Machine to win goodies from O&M and brand partners Dyson, Jadore, Molly Vie, Jaye Edwards Haircare, and Hello Bleach.
To wrap a day of haircare inspiration and education, the experience transformed into an After Dark party. With an impactful tonal shift, the event palette moved further into blue hues as lighting, confetti cannons and a DJ took over the main stage, bringing the day of learning and celebration to a close.