“We’re beauty, pure and simple”. That’s the slogan for OGX. They claim that unattainable looks don’t inspire then, but originality does. That’s why are different; from their exotic ingredients, to the shape of their product bottles, to their quest for sustainability—they approach beauty in their own way. In their ads, you will notice that they don’t make their models look like they have perfect hair, rather that hair looks fuller, smoother, straighter, curlier, or bouncier; that has an irresistible smell as well. They’ll never ask what you want to "fix" about your hair, because that's something you should never even think about. They just want to know what you love about your hair so they can make you love it even more.