Olaplex's Emotional Marketing Revolution: How They're Redefining Hair Care

Olaplex has recently launched its multichannel campaign titled “Designed to Defy,” which emphasizes the ability of its science-backed hair care products to combat damage from everyday life and styling. This campaign marks the first major creative initiative under the leadership of CMO Katie Gohman.

Campaign Highlights

The campaign kicks off with a dynamic ad featuring “Bridgerton” star Nicola Coughlan, fashion designer Jenna Lyons, and Olympic sprinter Sydney McLaughlin-Levrone, showcasing how healthy hair empowers confidence. Gohman notes that this campaign represents a significant shift from previous strategies that focused solely on beautiful hair, introducing a more emotion-driven approach.

The ad opens with Coughlan asking her stylist, “What should we do?” and receiving the empowering response, “With hair this healthy? You can do anything.” The campaign aims to celebrate the relationship clients have with their stylists, running in various formats across connected and online TV.

Rooted in Emotion

According to Gohman, the emotionally-led marketing strategy is central to Olaplex's brand refresh. Founded in 2014, Olaplex has always been rooted in science, particularly its patented bond technology which repairs disulfide bonds in hair. However, past consumer feedback indicated a lack of emotional connection with the brand.

Research showed that while consumers appreciated the efficacy of Olaplex products, they did not feel an emotional bond with the brand. In response, Gohman has prioritized aligning the brand with values such as confidence and self-expression.

Brand Refresh Details

The brand refresh, unveiled on February 25, introduces a bolder logo, a calming typography, and a new color, “Olaplex red,” symbolizing the passion of professionals. The campaign will feature eight global ambassadors—high-profile stylists and their clients—emphasizing the hands-on experience of hair care.

Engaging Experiences

Launching in tandem with the campaign is the Olaplex Bond House, a pop-up event in New York City where consumers can participate in digital hair analysis scans and receive personalized Olaplex services. The campaign will also include digital out-of-home ads and a new product, the No.0.5 Scalp Longevity Treatment, aimed at promoting long-term scalp and hair health.

Strategic Focus

Gohman, who was appointed CMO in July, is focused on driving consistent sales growth and enhancing the brand's presence in the digital space. She emphasizes the importance of effective brand communication tailored for digital platforms, analyzing performance, and adapting strategies based on consumer feedback. This refreshed approach is crucial for Olaplex as it navigates challenges in the market, including a reported 7.8% decrease in net sales in fiscal 2024.