Media activation agency Foundation has launched the latest campaign from haircare brand OGX, featuring ‘it girl’ fashion blogger, Nadia Fairfax and E! Entertainment’s Fashion Bloggers.

The campaign centres round the chance for an aspiring blogger to receive mentoring from a professional in the field, and learn how to translate their love of beauty and fashion into a career.

Foundation’s head of strategy, Rachael Lonergan said: “We’ve been calling this the ‘inception strategy’.  We’re partnering with Nadia who is a professional blogger, who’ll be talking within video pieces about how she’s approaching working with OGX, and using that as an opportunity to invite the audience to get involved.  We’re doing it that way because our target audience are smart and we wanted to avoid a cheesy endorsement style campaign, which they’d see through in a heartbeat. This will be authentic, fun and down to earth which describes both Nadia and the OGX woman.”

Matt Hiscox, managing director of Vogue International A/P who own the OGX brand, said: “OGX is a small but growing brand in the salon inspired haircare category, and the challenger-led thinking that Foundation has applied to this campaign is exciting to be part of.”

The campaign elements have been created and managed by MCN’s Multiply division and will feature a brand ad for broadcast and online distribution, content pieces highlighting OGX’s unique products, and extensive social media and digital integration. E! Host Australia, Ksenija Lukich will also appear in the campaign which will run across NBCUniversal channels on Foxtel, targeting young women. The campaign begins mid-May and will proceed across the winter months.