When launching OUI (Shave) I looked through shaving adds from the 50’s onward to get a sense of the language they used. It all boiled down to ONE message – “you’re not loveable if you don’t…“
Modern brands use similar language. Why are we still selling products to women under flawless, anti-aging and perfecting? It reads, quite literally, as antiquated.
With OUI the PEOPLE came a mission : The reCONSTITUTION of Beauty is our commitment to “watch our language.
We believe beauty shouldn’t come at the expense of our psyche. We aim to build efficacious products, designed thoughtfully, that help you feel great in the skin you’re already in.