OUAI Press Tour

In February and March 2024, OUAI embarked on their press tour throughout Singapore and Australia, with the support of Portobello PR. The overall goal was to build new relationships for OUAI and maintain those that had been formed in last year’s tour, while driving maximum awareness and content for OUAI’s new product launches - including the Anti-Frizz Creme in the Singapore market, and the Hair Gloss in the Australian market.

OUAI Founder, Jen Atkin, was also on the ground for the Australian leg of the tour, and her presence was an incredible opportunity for Australia’s top tier publications to have one on one time with Jen to educate them on the brand and drive larger form brand editorial and social content. During the tour, Portobello worked alongside OUAI to activate: Media and influencer one-on-ones in Singapore, at The Singapore EDITION and The Andaz A day of VIP hair appointments at Koda Cutters in Bondi, for press and influencers to experience the new Hair Gloss Media one-on-ones in a private suite at Capella Sydney for Jen Atkin to meet with top tier Australian press Cocktail party in Sydney at Shell House, hosted by Jen Atkin and the OUAI team - with over 239 key guests in attendance In summary, we achieved 544 total placements to date across editorial and social, which has a collective reach of over 100 million.

The following report details each element of the tour and recaps all the coverage achieved as a result of our efforts in Singapore and Australia.