Ouai Launches Cinematic Web Series as Brands Bet on Long-Form Content

· Beauty & Fashion · United States

P&G-owned hair and beauty brand Ouai has launched a cinematic web series, moving into long-form content as a counterweight to what its marketing team calls AI-generated "slop." In an interview with Glossy, Amanda Martinez, Ouai's vice president of brand marketing, described the shift as a response to audiences who "are craving a new version of authenticity." The brand is not alone in the strategy: Meta unveiled a programme on Monday to beta-test 90-minute Reels through selected creators. The move signals that beauty marketers are rethinking short-form social video and investing in longer, more produced storytelling as AI tools flood feeds with synthetic content.

Why it matters：Beauty brands shifting budget toward long-form, produced content affects how marketers allocate spend and could change the economics of social platforms dependent on short video.

Key points

  • Ouai is owned by P&G.
  • Amanda Martinez is Ouai's VP of brand marketing.
  • Meta is beta-testing 90-minute Reels with select creators.

Sources (original reporting)

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