August 2023

Briogeo is fêting its tenth birthday with a latest media campaign — and a latest marketing strategy. The brand is kicking off its Haircare for Higher Standards campaign, which is able to span billboards, subways and digital kiosks in key markets nationally. The goal is to play to Briogeo’s concentrate on hair quality and health. Social media creators like TikTok duo Makenzie and Malia Fowler are fronting the campaign. Nancy Twine, Briogeo’s founder and chief executive officer, said it marks a shift for the brand’s marketing efforts. “Over the past several years, Briogeo has primarily shown up digitally and that was even further amplified during COVID[-19],” she said. “Digital media is so costly, and everyone seems to be on the lookout...