Typically, when brands launch a collaboration, it’s to bank on the marketability and audience of their collaborator. That’s the play whenever a brand works with a big-name celebrity, an iconic brand or an acclaimed designer.

For Oribe’s annual holiday collaboration, the goal is different. The hair-care brand intentionally seeks out brilliant, but less well-known artists to design its annual holiday gift set. The idea is that the thrill of discovering something you’d never seen before can be just as powerful as the thrill of recognizing something you already knew.

These collaborations are central to Oribe’s holiday strategy, according to Oribe’s co-founder and president, Daniel Kaner, and vp of global marketing and creative, Diana LaMura-Scarrone. They serve as both a brand-building tool to position Oribe as luxury and artisanal and a sales driver, with Oribe partnering with its best-performing salons to highlight the collab.

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