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ORS Haircare
Experiential, Public Relations
Experiential
Public Relations
Atlanta, Chicago, and Washington, DC
10 Squared led an integrated, three-city experiential campaign for ORS, bringing the multicultural hair-care brand directly to consumers through beauty, education, entertainment and culturally relevant experiences across Washington, D.C., Atlanta and Chicago.
Summary
The ORS Nature's Secret Tour was designed to move the brand beyond the retail shelf and create meaningful, face-to-face connections with its core consumers.
10 Squared developed and executed a multi-market experience combining live hair transformations, product education, sampling, talent appearances, interactive content and consumer engagement. The campaign culminated in a major brand presence at Chicago's Bud Billiken Parade, extending ORS into one of the country's most significant celebrations of African American culture and community.
Across each market, the experience gave consumers an opportunity not simply to discover ORS products, but to interact directly with the brand, professional stylists and beauty experts.
Challenge
As a leading brand in multicultural hair care, ORS had strong product recognition and an established consumer base. The opportunity was to deepen that relationship by creating an experience that moved beyond traditional product marketing and spoke directly to consumers about their individual hair-care needs.
ORS needed a platform that could simultaneously educate, entertain and generate product trial while remaining authentic to the communities it served.
The challenge for 10 Squared was to translate a national beauty brand into a culturally relevant, highly personal experience that could travel across multiple markets while maintaining a consistent brand story and creating meaningful engagement in each city.
Solutions
10 Squared developed the ORS Nature's Secret Tour as an integrated experiential platform connecting beauty, education, culture and community.
Multi-City Experiential Tour
Designed and executed activations across Washington, D.C., Atlanta and Chicago featuring product sampling, hair makeovers, giveaways, interactive experiences and opportunities for consumers to engage directly with the ORS brand.
Ambush Makeover Experience
Created the "Ambush Makeover" concept, selecting consumers onsite for VIP transformations with professional stylists using ORS products. The experience turned product education into an engaging and highly visual demonstration of the brand.
Talent + Beauty Experts
Secured talent to host and drive engagement at tour stops while bringing professional hairstylists and beauty experts into the experience to provide education, demonstrations and personalized hair-care insights.
Cultural Activation
Extended the campaign into Chicago's Bud Billiken Parade with a fully branded ORS tour bus, live consumer engagement, product giveaways and promotional experiences—positioning the brand within an important cultural and community moment.
PR + Social Amplification
Developed media, influencer and social strategies around the tour, using transformations, demonstrations and live experiences to create content and conversation beyond each physical activation.
Together, the campaign transformed ORS from a product consumers encountered on the shelf into a brand they could experience firsthand—strengthening its connection to multicultural consumers through education, access and culturally relevant engagement.
