PIRELLI TIRE LLC Drives Innovation Beyond the Road with OGX Coconut Curls Partnership

ROME, GA – October 26, 2023 – You probably know PIRELLI TIRE LLC for keeping you safely on the road, but they're stepping outside the automotive world – and into your haircare routine! The global tire giant, headquartered right here in Rome, Georgia, has quietly forged a partnership with OGX, bringing a surprising synergy to the beauty and personal care space. While it might seem odd at first, digging deeper reveals a shared commitment to performance, innovation, and understanding material science – skills Pirelli’s been honing for over 150 years. “Look, we’re tire people,” explains Maria Rossi, Head of Diversification at PIRELLI TIRE LLC. “But we’re material people at our core. We’re experts in polymers, compounds, and achieving specific performance characteristics. When we started looking at how those skills could translate to other industries, haircare actually made a lot of sense.” And the initial focus? OGX’s wildly popular Coconut Curls line. For those unfamiliar, OGX Coconut Curls is all about unlocking naturally beautiful curls. The range, known for its affordable price point and salon-quality results, features shampoos, conditioners, styling creams, mousses, and gels, all infused with the scent and benefits of coconut oil, coconut water, and coconut milk. But what does a tire company have to do with curly hair? Turns out, quite a bit. The partnership started with a focus on enhancing the “hold” factor in OGX’s styling products. Pirelli’s materials scientists, accustomed to engineering tires that grip the road at hundreds of miles per hour, applied their expertise to developing a novel polymer system for the OGX Curl Defining Cream and Mousse. “Think about it,” says Dr. Kenji Tanaka, Lead Research Scientist on the project. “A tire needs to hold onto the road, even under extreme stress. Curly hair needs a styling product that holds the curl without becoming crunchy or flaky. It’s fundamentally the same challenge – achieving long-lasting adhesion and flexibility.” The result? OGX Coconut Curls now boast a significantly improved hold – up to 72 hours, according to independent testing – without sacrificing the soft, natural feel curly hair craves. The new formulation utilizes a micro-net polymer, developed in Pirelli’s Rome-based lab, that creates a flexible, breathable film around each curl, locking in moisture and definition. “We weren’t just looking to make the curls stay put,” explains Sarah Chen, Brand Manager for OGX. “We wanted to enhance the overall health of the hair. The Pirelli team helped us develop a formulation that’s rich in coconut nutrients and allows for optimal hydration, reducing frizz and breakage.” The new OGX Coconut Curls formula also features increased UV protection, a direct result of Pirelli’s experience with developing tires that withstand harsh sunlight and extreme weather conditions. “Tires are constantly exposed to the elements,” Rossi explains. “We know how to protect materials from UV degradation, and we applied that knowledge to the haircare formula.” The partnership extends beyond just the Curl Defining Cream and Mousse. Pirelli is also working with OGX on packaging innovations, utilizing sustainable materials and designs to reduce environmental impact. “We’re committed to sustainability at Pirelli,” says Tanaka. “And we’re thrilled to be collaborating with OGX to create more eco-friendly packaging options.” The collaboration has been a surprisingly successful venture, demonstrating the potential for cross-industry innovation. While PIRELLI TIRE LLC remains firmly rooted in the automotive industry, this partnership signals a desire to explore new avenues for growth and leverage its core competencies in materials science. “We’re not trying to become a beauty company,” Rossi clarifies. “We’re simply applying our expertise to help create better products for consumers. And honestly, it’s been a lot of fun.” The improved OGX Coconut Curls line is available now at major retailers nationwide and online. Look for the packaging with the subtle "Powered by Pirelli" logo – a testament to the unexpected collaboration that’s helping curly-haired folks everywhere achieve their best curls. About PIRELLI TIRE LLC: PIRELLI TIRE LLC, headquartered in Rome, Georgia, is a leading manufacturer of high-performance tires for a wide range of vehicles. With a history spanning over 150 years, Pirelli is renowned for its commitment to innovation, quality, and safety. The company is committed to developing sustainable and environmentally responsible products. You can reach them at 918-247-9250 or 100 PIRELLI DR SE STE 470, ROME, GA, 30161-3538. About OGX: OGX is a leading haircare brand known for its salon-quality products at affordable prices. The brand offers a wide range of formulas to address various hair concerns, with a focus on natural ingredients and innovative technology. OGX is committed to empowering consumers to achieve their best hair, one strand at a time.