Caitlin Gaffey

Caitlin Gaffey is the Vice President of Marketing at Oribe Hair Care, a luxury haircare brand known for its high-quality products and focus on artistry in hairstyling. Gaffey has a strong background in the beauty industry and has been instrumental in developing innovative marketing strategies that resonate with diverse audiences.

Professional Background

• Current Role: As Vice President of Marketing at Oribe Hair Care, Gaffey oversees marketing initiatives that aim to inspire both consumers and professional hairstylists. Her approach often emphasizes the importance of inclusivity, targeting a wide range of ethnicities and hair textures in campaigns.13
• Influencer Marketing: Gaffey has led several successful influencer marketing campaigns, collaborating with notable beauty experts and social media influencers to promote Oribe's products. These campaigns are designed to engage consumers through relatable content, featuring real people styling their hair with Oribe products.2

Key Contributions

• Campaign Development: Under her leadership, Oribe has launched various video campaigns that showcase the versatility of their product line. For instance, the 2017 campaign utilized a "selfie" format to connect with audiences in a digital-first environment.24
• Diversity Focus: Gaffey has articulated a commitment to casting a diverse group of models and influencers in promotional materials, aiming to reflect the brand's inclusive ethos.31

Personal Insights

Gaffey's marketing philosophy centers on authenticity and connection, believing that consumers relate best to genuine representations of beauty. This perspective has shaped Oribe's branding strategy, making it accessible and appealing to a broader audience.

Overall, Caitlin Gaffey's role at Oribe Hair Care highlights her expertise in marketing within the beauty sector, focusing on innovation and inclusivity.