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 for tight, short content. You don’t have the chance to create memorable, long-form content that’s being absorbed digitally.”

Twine said the brand new campaign will allow Briogeo to inform a more in-depth story, and create “memorable experiences,” including a pop-up activation in L.A., where a wrapped truck will stop at various Sephora and Ulta Beauty doors, in addition to Salon Centric. Consumers will have the option to shoot and post TikTok content on the truck in exchange at no cost samples or merchandise.

Claudia Allwood, Briogeo’s chief marketing officer, said the activation could also work in other markets. “Every time we will activate in person who human interaction is just priceless. You construct reference to consumers and with creators,” she said. “It’s necessary that we was a brand who’s 10 years old show up in other ways.”