Olaplex: Leading with Emotion in Latest Refresh

Olaplex’s “Designed to Defy”: A Bold New Direction Fueled by Emotion

Olaplex has once again captured our attention by launching an innovative multichannel campaign, “Designed to Defy,” on April 2. This exciting initiative showcases the transformative power of its scientifically-backed hair care products, designed to combat the relentless damage inflicted by daily life and aggressive styling practices. This campaign marks the inaugural creative endeavor under the new Chief Marketing Officer, Katie Gohman, and sets the stage for a broader brand rejuvenation.

A Star-Studded Launch

The campaign kicks off with an impactful ad spot featuring “Bridgerton” star Nicola Coughlan, renowned fashion designer Jenna Lyons, and Olympic champion Sydney McLaughlin-Levrone—each alongside their personal hair stylists. This dynamic group embodies the confidence and empowerment Olaplex seeks to convey. The twist? Their conversation revolves around the limitless possibilities that healthy hair offers, encapsulated in the pivotal moment when Coughlan poses the question, “What should we do?”, to which her stylist confidently replies, “With hair this healthy? You can do anything!”

This campaign doesn’t just showcase splendid hair; it invites viewers to embrace boldness and creativity in their everyday lives. The ad will be showcased in various formats, including 6, 15, 30, and 45-second slots across connected and online TV platforms, effectively promoting the newfound confidence Olaplex offers to its users.

Embracing Emotion in Marketing

Emotionally-driven marketing forms the cornerstone of Olaplex’s revamped brand identity. Gohman emphasizes that the new direction is designed to resonate on a deeper level with consumers. The brand, rooted in scientific principles since its inception in 2014, has primarily focused on efficacy but is now evolving to embrace emotional connections as a brand value.

In a digital age where strong emotional ties can elevate brand loyalty, Olaplex’s latest research revealed a gap between its scientific credibility and consumers’ emotional engagement. Gohman reflects, “While consumers loved the brand and the product, they weren’t necessarily forming an emotional bond with it.” This pivotal realization has shaped the brand’s strategy during Gohman’s tenure, aiming to align Olaplex with the values of confidence, empowerment, and community.

Striking Visual Refresh

The campaign’s launch accompanies a comprehensive brand refresh unveiled on February 25. The redesigned logo has been modernized, opting for a bolder look while incorporating softer typography that is visually pleasant. A new signature color, “Olaplex Red,” replaces the brand’s traditional black-and-white visuals, signifying the passion that professionals carry for their craft.

In Gohman’s words, “We’ve re-shot the product in a way that evokes a world you want to be part of, rather than relying on outdated, sterile packaging.” This forward-thinking approach aims to create evocative imagery that inspires consumers to visualize their hair health journey.

Engaging the Community: The Olaplex Bond House

To further strengthen its connection with consumers, Olaplex is launching a pop-up event called the Olaplex Bond House on April 5-6 at 45 Grand St., New York. This interactive space invites attendees to partake in a digital hair analysis scan conducted by industry experts, providing personalized insights before experiencing a range of Olaplex services. Participants will also have an opportunity to capture memorable moments in a dedicated photo area, creating a fully engaged brand experience.

The campaign extends into the physical realm with digital out-of-home ads targeted at key retail locations, particularly in New York City’s vibrant SoHo neighborhood. Adding to the excitement, Olaplex has introduced the No.0.5 Scalp Longevity Treatment, designed to enhance both scalp and hair health, retailing at $44.

Future Outlook

Olaplex’s refreshed brand and marketing campaign comes during a challenging time; the company recently reported a 7.8% decrease in net sales over the fiscal year. However, Gohman’s strategic approach aims to reinvigorate growth through digital innovations and analytics-driven decision-making. CEO Amanda Baldwin has noted the importance of Gohman’s leadership in igniting consistent sales growth while building strong affinities among both stylists and consumers.

“Creating exceptional brand communication tailored for the digital landscape, while ensuring adaptability through thorough testing and learning, is vital for the brand’s future success,” asserts Gohman.

In a world where emotional connection is paramount, Olaplex is setting a powerful precedent for how brands can strike a balance between science and sentiment. Through the “Designed to Defy” campaign, Olaplex is not only transforming hair care but also enriching the connection between individuals and their hair journeys.

Discover more about Olaplex and its offerings on their official website.