Which products from cult brand Oribe are best suited to Asian hair?
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Which products from cult make Oribe are best suited to Asian hair?
Cult celebrity haircare brand Oribe launched in Singapore after more than than 10 years since its cosmos. Daniel Kaner, co-founder of the brand, shares the reason behind the expansion, and which products are better suited to Asian hair.
Oribe'southward Maximista Thickening Spray helps add together book to Asian pilus. (Photo: Oribe)
26 Sep 2022 06:30AM (Updated: 02 Feb 2022 02:42PM)
When luxury haircare brand Oribe launched in Singapore in August, it sent the beauty customs buzzing. This is, after all, a brand that's built a glory following over the years, including the likes of Jennifer Lopez, Meghan Markle, Cindy Crawford and Naomi Campbell.
Oribe was founded in 2008 by haircare manufacture veteran Daniel Kaner, forth with the belatedly celebrity hairstylist extraordinaire, Oribe Canales (1956-2018). Information technology was the first brand to bring luxury haircare products to the market place.
Back then, hair products could be constitute either at mass-market retailers or at professional salons, but there was no middle footing. That's where the founders saw opportunity for a new hair care brand.
"In that location is a vast departure between good and infrequent and a lot of opportunity in between. Nosotros created unique formulations that were modern and forward-thinking – products with clean formulations that have high performance. Our goal was to create something extraordinary," shared Kaner.
Not but are Oribe products crafted with loftier operation in heed, the brand besides focuses heavily on the design. The sleek packaging creates a visual statement on a dresser or vanity.
The brand is besides famous for its signature odor, Cote d'Azur. Inspired by the French Riviera, the aroma consists of notes such as white butterfly jasmine from Cuba's national blossom, "la mariposa blanca", Calabrian bergamot, pinkish lemons, white peach, cassis and muguet, balanced with Aomori apples and leafy greens.
Here, Kaner tells CNA Luxury why Singapore was chosen as the brand'southward first Southeast Asian foray, and shares his tips and recommended products for styling Asian hair, plus his favourite memory from working with the legendary Oribe Canales.
WHAT MAKES ORIBE STAND OUT FROM OTHER HAIRCARE BRANDS?
Oribe defined the luxury haircare category, creating the standard. Our goal was to look at hair products in a different way, geared to talented hairdressers, sophisticated salons and product junkies. From the starting time, performance was a non-negotiable. We envisioned products that were robust tools, providing the ultimate in operation that stylists could depend on and that consumers would require.
We were interested in all aspects of the experience, starting with a beautiful perfume-grade fragrance that has become a signature of the brand. Our signature scent, Cote d'Azur, runs through the entire line, designed then that the products build beautifully upon each other.
Oribe has sparked deep connections with its consumers. We emphasise the importance of the overall experience, whether it'south the fragrance, the functioning of our products, the visual statement of our packaging or our high-touch service model.
TALK US THROUGH THE CREATION OF THE Brand'S SIGNATURE Aroma, COTE D'AZUR.
Typically, companies utilize stock fragrances but our goal was to create a fine fragrance that would add together additional character to the product. Fragrance is 1 of the strongest of our senses. And to accomplish something special, nosotros created such a bespeak of difference. We collaborated with a legendary French fragrance firm to create Cote d'Azur, which embodies the glamour and warmth of the French Riviera.
We felt strongly nearly using 1 fragrance theme throughout the line, and it has become a recognisable brand signature.
WHY IS Blueprint SO IMPORTANT TO ORIBE?
If the design creates an emotional reaction, makes you curious and sparks interest, then nosotros have succeeded. We wanted to create something that was dissimilar than anything else in the haircare category and become a covetable object on its own.
AFTER More than THAN 10 YEARS IN THE Marketplace, WHY DID THE BRAND DECIDE TO FINALLY LAUNCH IN SINGAPORE?
In 2018, Oribe Hair Intendance joined Kao Corporation, which has opened upwardly many new opportunities for our brand in Asia and has broadened our reach.
My colleague, Eddie Wan, Asia Commercial Vice President, Kao Salon Partitioning, is based in the region and together, we are starting to introduce and actively build a stiff presence inside the market. We feel that Oribe products and the aristocracy salon community of Singapore are a perfect lucifer. This market is sophisticated and has a discerning customer base who understands what luxury is and will sympathise Oribe.
"We feel that Oribe products and the aristocracy salon community of Singapore are a perfect friction match. This market is sophisticated and has a discerning customer base who understands what luxury is and will empathize Oribe."
HOW DOES THE BRAND CAPTURE THE Attending OF ASIAN CONSUMERS?
Our production line is designed to address all pilus types. In Singapore, we offer a broad range of products that meets the needs of this market. There is need for products that are lightweight, clarifying, volume-boosting and protect against environmental pollution such every bit dryness and fading caused by UV rays, thermal damage and heat protection upwards to 450°C.
This market place loves volume, products that create structure and styles that have hold. Oribe will exist launching our collections targeted for these specific needs including Magnificent Book, Aureate Lust, Serene Scalp and Beautiful Colour. We will as well offer our Signature line that is perfect for all pilus types.
"This market loves book, products that create construction and styles that have agree. Oribe will be launching our collections targeted for these specific needs."
COULD YOU SHARE YOUR TIPS FOR STYLING ASIAN HAIR?
Asian consumers are typically looking to add together body and volume to their hair. I suggest using Oribe'due south Shampoo and Conditioner for Magnificent Volume to encourage a fuller look. For styling, our Maximista Thickening Spray is perfect to apply to the roots of hair before accident-drying. The spray not only helps to lift pilus just too provides long-lasting hold for a voluminous look all 24-hour interval.
For silky pilus, our Dry Texturising Spray gives incredible power and elevator, adding texture to the silkiest of pilus types. The invisible spray too absorbs oil as information technology lifts and texturises the hair. Singapore is a humid city and our Impermeable Anti-Humidity Spray was developed specifically for this climate past shielding hair from frizz. Information technology's like a raincoat for the hair.
Consumers are becoming increasingly interested in overall health and health and are looking for products that focus on preventing damage and restoring hair and the scalp. Because scalp health is a growing concern among today's consumers, we developed a holistic approach to treating issues such as hair loss, hair-thinning and dry scalp.
Inspired past skincare applied science, our Serene Scalp Drove provides a pace-by-step hair regimen that includes a cleanser, moisturiser, exfoliator and targeted treatments for overall pilus health.
WHAT'Due south YOUR FAVOURITE MEMORY FROM WORKING WITH THE Belatedly ORIBE CANALES?
I knew the brand would exist successful during our offset testify in Baronial 2009. It was the primeval days of the brand and nosotros had invited all of our customers to a kind of throw-together teaching event, which happened to be right on the heels of our offset photo and video shoot.
Oribe produced three segments with our fledgling education squad who are now the leaders of the team. His outset segment was using portable, rolling flooring fans that he used during photoshoots with lensman Richard Avedon. Avedon loved how Oribe would move the fans effectually to capture the model'due south gratuitous-flowing pilus. He called it "the hole-and-corner of the double wind".
I was sitting at the back of the studio watching the audience and the presentation. We were at Pier 59 on the Hudson River in New York, customers were sitting on bleachers and it was hot. Oribe was on stage moving the fans around, prepping the hair, working his magic. At that place was a moment, the fans were placed just right, he dug in his pocket, pulled out his cigarette and fired it up.
There was a smile of contentment on his face, a glint in his eye because he knew he got the shot. I watched the audition who were on their feet holding their cellphones filming the segment to capture the moment. His knowing smile told u.s.a. that he had gotten the look and everyone in the room knew information technology, information technology was pure magic.
SINCE LAUNCHING THE BRAND IN 2008, WHAT HAS CHANGED FOR ORIBE?
We had a clear vision when we launched the brand. Our thinking was craftsman-style with a strong belief that what we created had to be best in class. We didn't use stock formulas, we created unique and custom formulations designed by Oribe that were alee of their fourth dimension and however are.
Nosotros've expanded the line into lifestyle products and now offering body care, home fragrance and more. What we set out to do was of import; nosotros wanted to give the hairdresser everything they needed to be the best at their task. We wanted something extremely efficacious, creating another level of functioning and quality.
Much has inverse since we launched our brand in 2008. My own perspectives have inverse. We used to want to be the best in class or the all-time in category, but today I would rather exist the most interesting.
"We used to desire to exist the best in class or the best in category, but today I would rather be the most interesting." – Daniel Kaner
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