Olaplex’s Bold Digital Marketing Transformation: A Hair Care Brand Embraces Innovation
Hair care isn’t just about beautifying locks; it’s a sophisticated blend of art and science, much like the intricate world of media buying. Few companies illustrate this complex relationship as adeptly as Olaplex, which burst onto the scene in 2014 with its revolutionary products designed to combat chemical damage inflicted on hair during the bleaching process.
The Early Days: A Hidden Gem in the Hair Care Industry
Back in its early days, Olaplex was a well-kept secret known primarily among salon professionals. Its initial offerings, products No. 1 and No. 2, were exclusively available to licensed cosmetologists, meaning the average consumer had little chance of encountering the brand unless they ventured into a salon for a platinum blonde transformation.
Four years later, the game changed. Olaplex launched its first consumer-facing product line, setting the stage for a metamorphosis in its marketing strategy that would elevate its brand presence beyond niche Facebook groups.
Embracing a Digital-First Approach
Today, Olaplex is ramping up its digital marketing efforts under the stewardship of Chief Marketing Officer Katie Gohman. In a recent conversation with AdExchanger, Gohman emphasized that a robust understanding of the digital ecosystem is now a cornerstone of her team’s operations, particularly in crafting impactful creative.
“If you don’t build the assets so they can work on the digital platforms, you’re not going to win,” Gohman warned, underscoring the importance of adaptability in a rapidly evolving advertising landscape.
Finding the Right Audience: The “Designed to Defy” Campaign
Olaplex’s latest campaign, “Designed to Defy,” marks a significant step forward in its marketing approach. Launched this month, it signifies a leap into full-funnel marketing that includes star power outside the beauty industry, featuring notable figures like Nicola Coughlan of “Bridgerton” fame and Olympic sprinter Sydney McLaughlin-Levrone.
“Celebrities known for defying expectations capture attention,” Gohman explained. By leveraging their extensive followings on platforms like Instagram and TikTok, Olaplex aims to reach a broader spectrum of consumers—not just those already enamored with hair care.
Harnessing the Power of Social Media
Social media plays a pivotal role in engaging potential customers. NielsenIQ reports that TikTok has risen to become the eighth largest health and beauty retailer in the U.S., generating a staggering $1 billion in sales. However, social commerce’s impulsive purchasing trends can be a double-edged sword for a premium-priced brand like Olaplex, whose products range from $30 to $90.
The goal? To effectively reach that delicate balance between younger Gen Z and Alpha consumers who set trends online and older millennials and Gen Xers who can afford the luxury of premium hair care products. Additionally, Olaplex remains attentive to its loyal stylist community, which includes many older women appreciative of creative inspiration.
Building a Data-Driven Foundation
Since joining Olaplex nine months ago, Gohman has prioritized expanding the brand’s data and analytics team. This endeavor includes collaborating with data partners and leveraging first-party retail data to inform marketing strategies.
The emphasis on data-driven insights has prompted the team to explore various success metrics beyond traditional Return on Ad Spend (ROAS). “Relying solely on ROAS can lead to a race to the bottom,” Gohman remarked. Instead, Olaplex measures earned media value, quantifying the impact of organic social posts and customer reviews, alongside average order value.
Last year, the brand conducted its inaugural media mix model (MMM) experiment, tracking interactions across Connected TV, linear TV, and social media platforms. Gohman emphasized that consumers often need to see an advertisement twenty or more times before making a purchasing decision. "Thus, single-platform attribution should be viewed with caution," she advised.
A New Era of Brand Marketing
The findings from the MMM were encouraging, illuminating the significant roles paid media touchpoints play in driving consumer actions compared to organic efforts. Gohman noted, “Upper funnel brand marketing genuinely works, even in channels focused on direct conversions.”
In conclusion, as Olaplex evolves its digital marketing game, it embraces a holistic approach that harmonizes creativity with data analytics. This powerful combination positions the brand not just as a leader in hair care, but as a formidable player in the digital marketing landscape. With campaigns that challenge the norms, Olaplex is poised to captivate both new enthusiasts and loyal customers alike.
For more insights on innovative marketing strategies, explore how other brands are transforming their approach in today’s digital world.
