Case Studies

How lifestyle brand, Ouai, Creates Meaningful Experiences

The Desiree Brand
August 17, 2023
Lifestyle brands like Ouai have emerged as purveyors of curated living, going beyond selling products to create immersive experiences that resonate with customers on a deeper level, exemplifying the era's consumerism and longing for more meaningful connections...

What is a lifestyle brand?

A lifestyle brand is characterised as a company that strategically markets products by associating them with a specific lifestyle. The primary objective of lifestyle brands is to forge an emotional connection between their products and a carefully crafted lifestyle image. This image typically revolves around a well-defined profile of the ideal consumer, which companies promote through both social media and traditional advertising channels. The ultimate aim is to establish a profound connection between the brand and some aspect of the consumer's daily life.

Marketing tactics employed by lifestyle brands often encompass targeted advertising, enhancing the corporate image, engaging in charitable endeavours, and collaborating with celebrities and social media influencers who hold considerable sway as trendsetters in their respective spheres.

All about lifestyle brands

At the heart of a successful lifestyle brand is the ability to create a holistic brand experience. These brands understand that their customers seek more than just a transaction; they yearn for an emotional connection and a sense of belonging. To achieve this, lifestyle brands curate every aspect of their offerings, from the physical store environment to the online presence and even the packaging. They pay meticulous attention to detail, ensuring that every touchpoint reinforces the brand's values and aesthetic.

Central to the success of lifestyle brands is the cultivation of a strong brand identity. These brands go beyond mere product features and instead craft a narrative that speaks to their target audience. They embody a lifestyle and set of values that resonate with their customers' aspirations and desires. By doing so, they become more than just a retailer; they become a symbol of a particular way of living, a community that customers can be a part of.

One tactic employed by lifestyle brands is the creation of experiential spaces. They understand that their customers crave immersive experiences that go beyond the act of shopping. Pop-up events, workshops, and community gatherings are just a few examples of how lifestyle brands bring their brand identity to life. By providing opportunities for customers to engage with the brand in a meaningful way, these brands foster a sense of loyalty and create a community of like-minded individuals.

Furthermore, lifestyle brands understand the power of storytelling. They use compelling narratives to communicate their brand values and create an emotional connection with their audience. Through content marketing, social media, and collaborations with influencers, they tell stories that inspire, educate, and entertain. By weaving these narratives into their brand strategy, lifestyle brands create a sense of authenticity and depth that resonates with their customers.

By example of Ouai

In the realm of lifestyle brands, one standout example of curated living is Ouai. This haircare brand, founded by celebrity hairstylist Jen Atkin, goes beyond selling hair products and has created a captivating brand experience that resonates with its customers.

At the core of Ouai's success is its commitment to creating a holistic brand experience. From the sleek and minimalist packaging to the carefully crafted scents of their products, every detail is designed to evoke a sense of luxury and effortless beauty. The brand understands that its customers desire more than just effective haircare; they seek an elevated experience that aligns with their personal style and values.



Ouai has succeeded in building a strong brand identity that speaks to its target audience. With its emphasis on "real hair for real life," the brand embodies a relatable and attainable approach to haircare. It celebrates natural beauty and encourages customers to embrace their individuality. By positioning itself as a brand that understands and caters to their needs, Ouai has cultivated a loyal following of customers who see the brand as a trusted companion in their haircare journey.

One of Ouai's notable tactics for creating meaningful experiences is through their social media presence. Leveraging Atkin's expertise and celebrity connections, the brand has built a strong online community. Through engaging content, tutorials, and behind-the-scenes glimpses into the world of hairstyling, Ouai fosters a sense of connection with its customers. By inviting them to be a part of the brand's story, Ouai creates an inclusive community where individuals can share their haircare journeys and seek advice from fellow enthusiasts.



Another way Ouai enhances the brand experience is through the use of experiential marketing. The brand has hosted pop-up events and activations in various cities, providing customers with the opportunity to immerse themselves in the Ouai lifestyle. These events often feature hairstyling sessions, product demonstrations, and interactive installations, allowing customers to engage with the brand in a memorable and personal way. By creating these unique experiences, Ouai deepens its relationship with its customers and leaves a lasting impression.




Furthermore, Ouai excels at storytelling. Through their social media platforms, the brand showcases real-life transformations, customer testimonials, and collaborations with influencers. By sharing authentic and relatable stories, Ouai creates an emotional connection with its audience. Customers feel seen, understood, and inspired by the brand's narratives, strengthening their loyalty and advocacy.

Ouai stands as a prime example of a lifestyle brand that has mastered the art of curated living. Through its commitment to a holistic brand experience, strong brand identity, social media engagement, experiential marketing, and compelling storytelling, Ouai has captivated its customers and fostered a sense of community. By drawing inspiration from Ouai's strategies and tactics, brands can create their own meaningful experiences that resonate with their target audience and elevate their brand to new heights.


How to build your own lifestyle brand

Creating a successful lifestyle branding strategy requires careful attention to the following elements, which can help establish a strong brand identity:

  1. Define the Lifestyle. Prioritise the development of a lifestyle that aligns with your brand. Before deciding on specific products, consider the lifestyle you wish to associate with your brand. For instance, if you offer outerwear, crafting a marketing strategy centred around activities like backpacking could be fitting. In-depth research into relevant subcultures like snowboarding, skateboarding, backpacking, or wellness can also provide valuable insights.
  2. Embrace Storytelling. Utilise storytelling as a powerful tool in your marketing campaigns. Incorporate key elements of storytelling through social media platforms, podcasts, or shareable video clips. By narrating the brand's story beyond the products, you can foster a deeper emotional connection with customers, allowing them to identify with your brand's overall narrative.
  3. Personalise the Connection. Strive to establish a personal connection with potential customers. Lifestyle brands thrive when customers feel an immediate affinity with the products they buy. Tap into human social impulses, like the desire for belonging, to forge lasting associations between your brand and the desired lifestyle. Consider forming strategic partnerships with influencers or celebrities who willingly align their lives with the lifestyle promoted by your brand.
  4. Create Accessible Content. Ensure your content is easily accessible and engaging for your target audience. Video content is particularly effective for lifestyle brand marketing. Additionally, leverage platforms such as podcasts, blog posts, taglines, images, and hashtags to reinforce your brand's message and value.

By focusing on these key elements, your lifestyle brand can develop a compelling and effective branding strategy that resonates with your audience and cultivates long-lasting brand loyalty.


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