Divi Brings Its Haircare Expansion to New York With Times Square and Subway OOH

Divi Brings Its Haircare Expansion Into New York’s Biggest OOH Environments

Divi is using New York’s urban landscape to celebrate the growth of its haircare range, appearing across high-visibility Out-of-Home Advertising placements in Times Square and the subway environment.

The supplied visuals show two different sides of the brand’s product story: a large-format Times Square execution focused on hair strength and StrandBond™ bond-building proteins, and a transit placement promoting two hairsprays in a clean product-first layout.

The combination gives Divi both scale and frequency. Times Square delivers a major visual statement, while subway media keeps the brand present at street and commuter level.

For beauty and personal-care brands looking to launch or expand product lines, Local OOH can help plan Times Square, DOOH, transit and street-level campaigns across major U.S. markets.

Times Square Gives Divi a Large-Scale Stage for StrandBond™

The first supplied visual shows Divi taking over multiple large screens in Times Square with a beauty-focused execution centered on healthy-looking hair and the line “Powered by StrandBond™ Bond-Building Proteins.”

The creative keeps the product message direct. A single model, a visible Divi product and a clear benefit statement make the campaign easy to process from sidewalks, vehicles and long viewing distances.

Using two screens with the same visual also increases repetition within a single field of view, helping the campaign feel more dominant without changing the message.

Explore Times Square OOH with Local OOH

Subway Media Extends Divi’s Styling Message Into Everyday Movement

The second supplied image shows Divi using transit media to promote its styling range with the simple line “Two Hairsprays.”

The execution puts the products first, using a clean background and minimal text so commuters can understand the message quickly.

This type of Transit Advertising gives the campaign a different role from Times Square. Rather than creating one major visual spectacle, the subway placement brings the product into a repeated daily environment where consumers may encounter it more than once.

Plan Transit Advertising with Local OOH

Divi Uses OOH to Support a Broader Product Expansion

According to the supplied campaign information, Divi recently celebrated this New York appearance as part of the continued growth of its product line.

The expansion includes sprays and formulas focused on hair growth care and styling, giving the brand a broader story to communicate beyond a single hero product.

That makes OOH especially useful. Instead of relying on one product message, Divi can use different environments to introduce different parts of the range while keeping the visual identity consistent.

Why Divi’s New York OOH Strategy Works

• Times Square delivers scale. Large screens give the brand a premium, high-visibility presence.
• Transit media adds frequency. Subway placements bring the product into everyday commuter routines.
• The product message stays simple. Each execution focuses on one clear benefit or product category.
• The campaign supports expansion. Different OOH formats can introduce different parts of Divi’s growing range.
• The creative remains recognizable. Clean beauty imagery and product-first layouts keep the campaign cohesive.

Beauty Brands Can Use DOOH to Build Both Scale and Product Understanding

Divi’s campaign shows how beauty brands can use different OOH environments for different communication jobs.

A major Times Square placement can generate scale, cultural visibility and social sharing, while subway media can reinforce specific products closer to everyday consumer movement.

For product expansions, that combination can help a brand feel both aspirational and accessible.

Local OOH can help beauty brands combine Times Square, Digital Out-of-Home, transit and street-level media into one coordinated campaign.

Build Your Next Beauty OOH Campaign With Local OOH

If your brand is launching a new beauty product or expanding into a broader category, Local OOH can help plan and quote your next campaign.

From high-impact digital screens to subway media and street-level placements, the right mix can turn product growth into visible brand momentum.