Forever Obsessed is the new film looking at Oribe’s brand’s journey to craft more consciously. Directed by iconic photographer Rankin – as you’d expect, it’s a masterpiece in all senses.
Intimate Screening
We were invited to a select gathering at the London space Icetank to view a new film made by Rankin to give insight into the way the Oribe brand is considering the future. A group of VIP salons and influencer guests were treated to a screening and an open discussion on how and why it was made. Oribe Forever Obsessed represents the visual celebration of the brand’s work in striving for better. We heard how the Oribe Sustainability Strategy (taking years to make) includes four critical pillars: To develop better luxury packaging; more mindful formulations; lower carbon emissions; and strive for greater diversity, equity and inclusion in all the brand does.
ORIBE CRAFTING CONSCIOUSLY
What was shared?
Kao Salon Division’s UK General Manager, Julie Winchester opened proceedings and introduced Oribe Vice President of Product Creation, Jennifer Smith. She leads product creation and visual direction for the brand and its packaging. Jennifer is integral in terms of designing, creating and launching iconic products in the Oribe line, including the best-selling Gold Lust and Hair Alchemy collections.
JENNIFER SMITH FOR ORIBE
Jennifer also leads the growth of Oribe’s identity as a luxury hair care brand while championing how Oribe creates in a more mindful way with a reduced footprint.
Discussion
To make the messaging more accessible still, we enjoyed a panel discussion. In the hot seats were: Jennifer Smith, with Alice Roche-Naude who is Sustainability Strategy Director at Futerra, a sustainability agency that specializes in helping organizations integrate sustainability into their businesses and communications. And the VIP guest of course, renowned photographer famed for his iconic imagery and director of the Oribe Forever Obsessed brand film – Rankin.
L-R: ALICE ROCHE-NAUDE, JENNIFER SMITH: RANKIN
We enjoyed a dynamic conversation on the importance of sustainability to the Oribe brand. We learned this is a life-long commitment, demonstrated by the dedication and years of research and mindfulness. The panellists insights and anecdotes reminded us how the brand is actioning their commitment in this space, and we learned more about the desired intention behind and impact of the Oribe Forever Obsessed film.
A Portrait Gift
The evening culminated in a highly anticipated opportunity for salon and influencer guests. They could choose to take up an offer from Rankin of their very own personal portrait photoshoot session, captured by Rankin himself. Now that’s quite some goodie bag. Something to treasure.
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