Bond Building in the Big Apple

COMMUNITY

Bond Building in the Big Apple

This month, Oribe made its debut on one of the world’s most iconic stages with the brand’s first-ever Times Square billboard.

The larger-than-life activation featured the new Hair Alchemy Bond Building Elixir and professional bodybuilders Tjiki Sidibe and Dianna Blanchard. As elite athletes, Tjiki and Dianna embody the strength, resilience, and transformative power that inspired the campaign, bringing the Hair Alchemy story to life beyond the world of beauty.

On August 11th, Tjiki and Dianna joined the Oribe team in New York City to celebrate the campaign and two meaningful firsts: Oribe’s first Times Square billboard and Dianna’s first visit to the Big Apple. On the streets of New York, Tjiki and Dianna struck power poses in front of the billboard above Sephora with towering replicas of Hair Alchemy Resilience Shampoo and the new Hair Alchemy Bond Building Elixir, with countless visitors and passersby joining our celebration of stronger, more resilient strands.

Oribe Global Artist Joey George crafted the hair looks for the activation.

Behind Tjiki’s Look

Tjiki’s strands were cleansed and conditioned with Hair Alchemy Resilience Shampoo & Conditioner, followed by Hair Alchemy Bond Building Elixir on damp hair as a restorative leave-in treatment. Run-Through Detangling Primer was used to prime and detangle before the hair was sectioned with a wide-tooth comb. Hair Alchemy Fortifying Treatment Serum provided a sheer layer of heat protection, while Royal Blowout Heat Styling Spray helped create a smooth, polished blowout. Her hair was then braided using Gel Sérum Radiance, Magic and Hold and finished with Superfine Strong Hair Spray for lasting hold.

Behind Dianna’s Look

Dianna’s curls were also cleansed and conditioned with Hair Alchemy Resilience Shampoo & Conditioner, followed by Hair Alchemy Bond Building Elixir and Hair Alchemy Fortifying Treatment Serum for added resilience and protection against heat. Curl Gloss Hydration & Hold was worked through her strands before diffusing for natural curl definition and texture. To finish, a few pumps of Eternal Curls Polish & Protect Oil were finger-twirled through her curls, enhancing shape while leaving strands smooth, polished, and luminous.