Olaplex Marketing Strategy 2024: A Case Study

Olaplex, a prominent player in the beauty industry, has implemented a dynamic marketing strategy in 2024. With a keen focus on brand positioning and digital marketing, Olaplex aims to analyze the market and devise innovative approaches to reach its target audience effectively. Let’s delve into the key components of Olaplex’s marketing strategy and how they have contributed to the brand’s success.

The Olaplex Oladupé Campaign: A Clever Marketing Stunt

An important component of Olaplex’s marketing strategy is its successful Oladupé campaign. Crafted as a clever marketing stunt, this campaign generated millions of views and impressions, resulting in increased brand awareness and engagement. By addressing the popularity of dupes on TikTok, Olaplex showcased its superior quality and unique offerings, capturing the attention of its target audience in a memorable way.

Key Takeaways:

  • The Oladupé campaign garnered millions of views and impressions, boosting brand awareness and engagement.

Olaplex’s Social Listening and Community Engagement

Olaplex understands the importance of social listening and community engagement in shaping its marketing strategy. By leveraging platforms like TikTok, Olaplex identifies organic conversations and emerging trends within its target audience. This not only solidifies its bond with the community but also allows the brand to actively engage and shape the narrative surrounding its products.

Key Takeaways:

  • Olaplex utilizes social listening to identify organic conversations and trends on platforms like TikTok.
  • Community engagement helps Olaplex strengthen its bond with its audience and shape the narrative surrounding its brand.

The Value of TikTok in Olaplex’s Marketing Strategy

TikTok has emerged as a crucial platform for Olaplex to reach its desired consumer base, particularly Gen Z. Within just 72 hours, Olaplex’s #Olaflex challenge on TikTok gained enormous traction, accumulating billions of views. Additionally, the Hairtok hashtag, utilized by Olaplex, has amassed billions of views. These statistics highlight TikTok’s significant influence in the haircare industry and its role in driving brand awareness and engagement for Olaplex.

Key Takeaways:

  • TikTok plays a crucial role in helping Olaplex reach a younger consumer base, specifically Gen Z.
  • Olaplex’s #Olaflex challenge and the Hairtok hashtag on TikTok accumulated billions of views.

Influencing Beauty Trends on TikTok

Through influencer marketing and paid social advertising, Olaplex effectively showcases its products to a targeted audience on TikTok. By collaborating with popular influencers and leveraging paid ads, Olaplex amplifies brand awareness and increases engagement. This strategic approach allows Olaplex to influence beauty trends, further solidifying its position in the industry.

Key Takeaways:

  • Olaplex leverages influencer marketing and paid social advertising to showcase its products on TikTok.
  • Collaborating with popular influencers and utilizing paid ads amplifies brand awareness and increases engagement.

Olaplex’s Increased Investment in Paid Social Advertising

Olaplex’s notable increase in engagement and followers on Instagram can be attributed to its increased investment in paid social advertising. By strategically targeting its audience through paid ads on various social media platforms, Olaplex has successfully generated brand awareness and increased engagement with its target consumers.

Key Takeaways:

  • Olaplex’s increased investment in paid social advertising has resulted in increased engagement and followers on Instagram.

The Benefits and Challenges of Social Media Marketing for Olaplex

While social media marketing has proven to be beneficial for Olaplex in terms of brand awareness and engagement, it also comes with its own set of challenges. One challenge includes the potential impact of negative publicity, such as the lawsuit and viral TikTok videos alleging hair loss. Despite these challenges, Olaplex is continuously evolving its marketing strategies to navigate the dynamic landscape of social media and maximize its benefits.

Key Takeaways:

  • Social media marketing provides significant benefits in terms of brand awareness and engagement for Olaplex.
  • Olaplex faces challenges such as negative publicity that can impact its brand reputation.

Developing a Comprehensive Digital Marketing Strategy

Olaplex’s success in the beauty industry can be attributed, in part, to its comprehensive digital marketing strategy. By leveraging various online platforms, including social media, search engine optimization, and content marketing, Olaplex ensures maximum visibility and engagement with its target audience. This holistic approach enables Olaplex to stay ahead of the competition in a fast-paced digital landscape.

Key Takeaways:

  • Olaplex employs a comprehensive digital marketing strategy, utilizing various online platforms.
  • This holistic approach allows Olaplex to maintain a competitive edge in the digital landscape.

Creating an Aesthetically Attractive Website

In addition to its social media presence, Olaplex recognizes the importance of a visually appealing website. By creating an aesthetically pleasing and user-friendly website, Olaplex enhances the customer experience and establishes a strong online presence. This ensures that visitors are engaged and enticed to explore the brand further, ultimately driving conversion and sales.

Key Takeaways:

  • An aesthetically attractive website enhances the customer experience and strengthens Olaplex’s online presence.

Utilizing Compelling Content and Remarketing

Olaplex understands the significance of compelling content in capturing and retaining the attention of its target audience. By creating informative and visually appealing content, Olaplex is able to showcase its products effectively and engage its audience. Furthermore, by implementing remarketing strategies, Olaplex remains connected with its potential customers, increasing the chances of conversion and fostering brand loyalty.

Key Takeaways:

  • Compelling content helps Olaplex effectively showcase its products and engage its target audience.
  • Remarketing strategies enable Olaplex to stay connected with potential customers and drive conversion.


Olaplex’s marketing strategy in 2024 exemplifies its commitment to innovation and adaptation in the ever-evolving beauty industry. Through clever marketing stunts, social media engagement, influencer collaborations, and investment in paid social advertising, Olaplex has successfully generated brand awareness and increased engagement. By staying attuned to market trends and leveraging digital channels, Olaplex continues to position itself as a frontrunner in the haircare industry, catering to the needs and preferences of its target audience.

The Olaplex Oladupé Campaign: A Clever Marketing Stunt

In the world of marketing, capturing the attention and engagement of your target audience is crucial. With the rise of social media and viral trends, brands are constantly pushing the boundaries to make their campaigns stand out. One such example is the Olaplex Oladupé campaign, which utilized the popular TikTok dupe trend to create a clever and highly successful marketing stunt.

The Oladupé campaign, launched by Olaplex, a leading haircare brand, took advantage of the growing fascination with finding dupes for highly sought-after products. Leveraging the power of TikTok, the campaign introduced a fictitious product named Oladupé, presented as a dupe for Olaplex’s popular No. 3 Hair Perfector.

The campaign kicked off with over 100 earned and paid influencers participating in its launch, spreading the word about the elusive Oladupé. The hashtag #Olaplexdupe on TikTok quickly gained traction, amassing over 30 million views within a short period. Additionally, the hashtag #Oladupe garnered over 5.5 million views, further indicating the significant interest in finding Olaplex dupes.

With an innovative unboxing campaign, Olaplex captured the attention of the haircare community. Creators and fans alike generated over 400 posts, showcasing their excitement and experience with Oladupé. This engagement was accompanied by an impressive 21.9 million views of the hashtag #Oladupe, demonstrating the campaign’s wide reach and meaningful connection with the audience.

This marketing stunt not only generated buzz but also achieved tangible results. The Oladupé campaign received 20.1 million impressions and 24 million views of the hashtag #Oladupe by October 4. The viral nature of the campaign resulted in $1.1 million in global earned media value (EMV), showcasing the impact and value generated by the campaign.

Olaplex’s success with the Oladupé campaign can be attributed to its strategic brand positioning and understanding of its target audience. The brand’s patented bond-building technology, backed by over 160 patents, enables Olaplex to offer exclusive and high-quality products, emphasizing its unique position in the haircare industry.

In addition, partnering with Movers+Shakers, an agency known for its expertise in creating viral social campaigns, added credibility to the Oladupé campaign. With their impressive track record of over 250 billion views across various social media platforms, Movers+Shakers helped Olaplex effectively tap into the power of TikTok and the dupe trend.

By capitalizing on the dupe culture favored by Gen Z and millennials, Olaplex’s Oladupé campaign successfully engaged with its target audience. This strategic approach highlights the importance of targeting specific demographics in marketing strategies, especially within the beauty industry.

An interesting aspect of the campaign was the deep fake video created by Olaplex’s CEO, JuE Wong. This video raised awareness about dupe culture, showcasing the brand’s commitment to educating consumers and addressing industry challenges related to dupes.

With social listening, Olaplex identified that millions of people were searching for Olaplex dupes on TikTok. Leveraging this information, the brand strategically crafted the Oladupé campaign to tap into this demand and capture the attention of potential customers.

Overall, the Olaplex Oladupé campaign stands as a testament to the brand’s creativity and strategic marketing approach. By cleverly exploiting the TikTok dupe trend, Olaplex successfully positioned itself as an innovative and captivating brand, resulting in increased engagement, impressions, and valuable brand exposure.

Metrics Values
Number of influencers participating in the campaign launch Over 100
Views garnered by the hashtag #Olaplexdupe on TikTok Over 30 million
Views gained by the hashtag #Oladupe shortly after its launch Over 5.5 million
Quarterly net sales decrease for Olaplex 48%
Impressions and views of the hashtag #Oladupe by October 4 20.1 million impressions, 24 million views
Number of followers Olaplex has on TikTok Over 334 million
Views amassed by the hashtag #hairtok on TikTok Over 86 billion
Views reached by the #Olaflex campaign within 72 hours Over 3 billion
Views garnered by the hashtag #olaplexdupe on TikTok Over 30.4 million
Posts generated by creators and the community Over 400 posts
Views of the hashtag #Oladupe 21.9 million
Global earned media value (EMV) generated by the campaign $1.1 million

Olaplex’s Social Listening and Community Engagement

Olaplex, the renowned haircare brand, understands the significance of social listening and community engagement in cultivating a strong and loyal following. With its community milestone of 2 million Instagram followers, Olaplex has channelled its efforts towards building meaningful connections through social media and beyond.

On Instagram, Olaplex actively fosters engagement by delivering educational content, daily inspiration, and valuable tools for both professional stylists and at-home users. The brand’s commitment to community extends further, as they emphasize the importance of learning from, listening to, and giving back to their dedicated followers.

Recognizing the pivotal role of stylists who trust Olaplex to enhance their work, the brand nurtures genuine relationships with clients who embrace products such as the popular OLAPLEX Nº.3. This mirrors the brand’s ethos of treating clients as valued family members, promoting a sense of inclusivity and trust.

Central to Olaplex’s community-building efforts is their presence on TikTok, a platform that resonates particularly with Gen Z, the brand’s target audience. By identifying organic trends and conversations through social listening, Olaplex actively engages with its community on TikTok. An example of this is the trending hashtag #Olaplexbun, which prompted the brand to create their own hashtag challenge, #Olaflex. These initiatives have resulted in high engagement and increased brand awareness among their target audience, contributing to their 267.4K followers and 2.2 million likes on TikTok.

With over 1.5 billion views for the #Olaplex hashtag on TikTok and the astounding success of the #olaplex campaign, which garnered over 3 billion views within 72 hours, Olaplex has recognized the power of TikTok in reaching and resonating with their audience.

In addition to TikTok, Olaplex implements an organic influencer selection process, collaborating with approximately 400 micro-influencers who align with their brand values. This strategy focuses on engagement and content resonance, ensuring that the influencers they partner with genuinely connect with their audience.

Olaplex’s commitment to community engagement goes beyond superficial metrics. They believe in building one-to-one relationships with creators and community members, creating an authentic and trustworthy connection. By genuinely engaging with their community, Olaplex gains valuable insights while fostering loyalty among their followers.

CEO JuE Wong emphasizes the significance of authentic engagement and community development. Wong believes that understanding a brand’s superpower or DNA is crucial in guiding community development. This understanding ensures that Olaplex’s community initiatives reflect the brand’s origins in salons, staying true to their core values.

Olaplex’s success story is a testament to the power of community engagement and social listening. Wong reminds us of the strength and impact of the community, reflecting on a powerful phrase seen on a bomber jacket: “The power of the people is greater than all of the people in power.” This ideology drives Olaplex’s commitment to connecting with their community and building lasting relationships.

The Value of TikTok in Olaplex’s Marketing Strategy

TikTok has become an invaluable platform for brands looking to capture the attention of Gen Z and tap into emerging beauty trends. Olaplex, a renowned haircare brand, recognizes the significance of TikTok in their marketing strategy as they strive to engage with their target audience in innovative ways.

With hashtags like #hairtok amassing billions of views, TikTok has become a hotbed for sharing hair content and discovering the latest beauty trends. By actively participating on TikTok, Olaplex not only showcases their products but also gains vital insights into the preferences and behaviors of their consumers.

According to data, the Olaplex hashtag on TikTok has garnered a staggering 290 million views, marking a significant increase from 24 million in April 2020. This surge in views highlights the platform’s potential as a powerful marketing tool for the brand.

Furthermore, Olaplex’s TikTok campaign for their product Oladupé has already generated over 5.5 million views, further solidifying the platform’s importance in their overall marketing strategy.

By leveraging TikTok, Olaplex aims to reach a younger audience and establish a strong presence among beauty enthusiasts. With 55.4 thousand followers on TikTok, they have already gained a considerable following on the platform.

Additionally, videos discussing Olaplex copycat products with the hashtag #olaplexdupe have reached an impressive 30.4 million views on TikTok. This widespread conversation demonstrates the influence of TikTok in shaping beauty trends and the need for brands like Olaplex to stay actively engaged.

The Impact of Authentic Engagement

Olaplex’s success on TikTok can be attributed to their commitment to authentic engagement with their audience. Unlike traditional marketing channels, TikTok offers an opportunity for brands to connect with consumers on a more personal and relatable level.

Nik Sharma, a leading marketing strategist, suggests that TikTok serves as an effective top-of-the-funnel channel for brands due to its high engagement rate. By sharing valuable content and participating in trending challenges, Olaplex positions itself as a trustworthy and relevant brand.

However, it is important for Olaplex to ensure they stand out amidst the competition from other beauty brands on TikTok. Allen Adamson, a branding expert, cautions that maintaining a unique and distinctive presence is crucial for sustained success on the platform.

Unleashing the Power of Influencer Marketing

In addition to their own TikTok efforts, Olaplex has harnessed the influence of over 100 influencers in their marketing campaigns. Notable names like Lelani Green, Yesly Dimate, Shae Alexis, and Audrey Boo have participated in an unboxing campaign, amplifying Olaplex’s reach and credibility on the platform.

As Olaplex continues to adapt and evolve its marketing strategy, TikTok remains an instrumental platform for reaching their target audience, discovering beauty trends, and fostering meaningful connections with consumers. By staying attuned to the preferences of Gen Z and embracing the authenticity of TikTok, Olaplex solidifies its position as a forward-thinking and innovative brand in the haircare industry.

Influencing Beauty Trends on TikTok

TikTok has become a powerful platform for shaping beauty trends and influencing consumer behavior. With its vast user base and algorithm-driven discoverability, TikTok has created a space where beauty enthusiasts, influencers, and brands converge to showcase and discuss the latest products and techniques. Olaplex, a leader in the hair care industry, has recognized the potential of TikTok and has strategically utilized this platform to amplify its brand message and engage with a wider audience.

TikTok Beauty Trends

Over the last month, beauty influencers on TikTok have actively participated in the “deinfluencing” trend, which involves critiquing and exposing over-hyped or underperforming beauty products. These videos, often featuring popular influencers such as Alyssa Kromelis, have gained millions of views, sparking conversations about the integrity of product reviews and the reliability of influencer endorsements. TikTok’s #deinfluencing hashtag alone has garnered a staggering 151.5 million views, highlighting the significant interest in unearthing misleading beauty recommendations.

Olaplex Influencer Collaborations

In response to the influence of TikTok beauty trends, Olaplex has strategically collaborated with beauty influencers to demonstrate the efficacy of their products. By partnering with influential figures like Hudi Charin, a sustainable fashion influencer, Olaplex leverages the reach and credibility of these individuals, fostering trust and credibility among their target audience. These collaborations not only showcase the transformative results of Olaplex’s products but also align the brand with influential voices that resonate with their core values.

User-Generated Content

The power of user-generated content cannot be underestimated on TikTok. The platform encourages individuals to create and share their own beauty content, fostering a sense of authenticity and relatability. Olaplex has successfully tapped into this phenomenon by encouraging customers to share their Olaplex experiences and transformations using the #Olaplex hashtag. By embracing user-generated content, Olaplex not only amplifies its brand message but also cultivates a community of loyal brand advocates who continue to drive brand awareness and engagement.

The Impact and Future of Influencer Marketing

The rise of TikTok and the influence of beauty trends on the platform underscore the significance of influencer marketing in the beauty industry. As demonstrated by the statistics, brands like Olaplex have seen substantial growth in Earned Media Value (EMV) through TikTok collaborations. The global beauty industry market, valued at $511 billion, relies heavily on influencer endorsements to drive consumer purchasing decisions. With the influencer market expected to reach $17.4 billion by the end of 2023, the financial significance of influencer marketing is indisputable.

Brand TikTok EMV Growth TikTok EMV Contribution Total EMV
Lululemon 301% $28.3 million $144.1 million
Halara 172% $13.9 million $19.3 million
Gucci 251% $41.9 million $319.7 million
Prada 130% $16.5 million $256.8 million
Olaplex 348% $25.2 million $97.6 million

These statistics not only highlight the success of influencer collaborations on TikTok but also reinforce the importance of investing in influencer partnerships to drive brand awareness and sales. As the beauty industry continues to evolve, brands like Olaplex have recognized the power of TikTok and its ability to shape beauty trends, engage with consumers, and propel brands forward in an ever-competitive market.

Olaplex’s Increased Investment in Paid Social Advertising

To further lift customer engagement, Olaplex has strategically increased its investment in paid social advertising. With the goal of reaching a wider audience and driving consumer engagement, the brand has taken advantage of popular platforms like Instagram and TikTok.

Olaplex recognizes the power of influencer marketing and actively collaborates with haircare professionals and influencers to amplify their brand’s message. By partnering with these influential figures, Olaplex has successfully generated increased engagement and gained more followers on Instagram.

The Power of TikTok for Olaplex

One platform that has particularly caught Olaplex’s attention is TikTok. The brand’s paid hashtag challenge on the platform generated an astounding 3 billion views in just 72 hours, showcasing the significant impact of TikTok on consumer behavior.

Olaplex has been on TikTok for two years, accumulating approximately 1.1 billion views for the Olaplex hashtag over 30 months. This organic success has prompted the brand to take a paid approach on TikTok to drive awareness among new consumers.

Industry analysts emphasize the cultural relevance and influence of platforms like TikTok, especially for modern brands in the beauty industry. By investing in TikTok and other initiatives, Olaplex aims to maintain its brand growth and effectively connect with new consumers.

Maximizing Impact through Influencer Marketing

In addition to paid social advertising, Olaplex has leveraged its partnerships with over 400 influencers for their marketing campaigns. Although most of these collaborations are unpaid, they provide the brand with valuable exposure and enhance its credibility among consumers.

Olaplex understands the importance of influencer marketing in building social proof and creating authentic connections with their target audience. By working with haircare professionals and influencers, the brand can amplify its message and reach a wider demographic.

Continued Investment for Brand Growth

To maintain its momentum and achieve further growth, Olaplex plans to continue investing in TikTok and broader initiatives. The brand recognizes that cultural relevance and resonance, combined with strategic social media marketing, are vital for modern brands to thrive in the competitive beauty industry.

With its professional segment accounting for 41% of total revenues and a strong presence in specialty retail and direct-to-consumer channels, Olaplex is well-positioned for success. The brand’s commitment to innovative marketing strategies, influencer collaborations, and continuous product launches ensures that it remains a top-selling brand in the beauty market.

As Olaplex looks to the future, its leadership, including Olivia Baldwin, expresses confidence in achieving financial targets and maintaining a strong brand presence in 2024. By adapting and investing in effective marketing strategies, Olaplex is poised to continue its growth trajectory and capture the attention of beauty enthusiasts worldwide.

The Benefits and Challenges of Social Media Marketing for Olaplex

Social media platforms like TikTok and Instagram have become essential tools for brands looking to expand their reach and engage with their target audience. For Olaplex, utilizing social media marketing has demonstrated numerous benefits and presented some unique challenges.

The Benefits:

1. Wide Reach and Engagement Potential: TikTok and Instagram provide Olaplex with access to millions of users who actively engage with content. By leveraging these platforms, Olaplex can effectively communicate its brand message and product offerings.

2. Cost-Effective Marketing: Compared to traditional advertising methods, social media marketing offers a cost-effective approach for Olaplex. This allows the brand to maximize its marketing budget and target specific audiences through strategic ad placements.

3. Building Brand Awareness: Through strategic hashtags and campaigns, Olaplex has successfully generated significant attention and increased brand awareness among social media users. The #Oladupe campaign on TikTok, for example, has garnered over 5.5 million views, while videos featuring Olaplex duplicate products with the hashtag #olaplexdupe have amassed a total of 30.4 million views.

4. Community Engagement and Feedback: Social media platforms allow Olaplex to foster a vibrant community of followers and engage directly with its target audience. This provides valuable opportunities for customer feedback, addressing queries, and building brand loyalty.

5. Keeping Up with Beauty Trends: Social media platforms are hotbeds for beauty trends and product recommendations. By maintaining an active presence on TikTok and Instagram, Olaplex can stay up-to-date with emerging trends, engage beauty enthusiasts, and position itself as an innovative and trendsetting brand in the beauty industry.

6. Competitive Advantage: Embracing social media marketing allows Olaplex to stay ahead of its competitors. By effectively utilizing these platforms, Olaplex can attract new customers, increase market share, and maintain a strong brand presence.

The Challenges:

1. Reputation Management: With the vast reach of social media, Olaplex must ensure consistent monitoring and management of its online reputation. Negative comments, customer complaints, or misinformation can spread quickly, potentially damaging the brand’s image. Implementing proactive strategies and timely responses is crucial to maintain a positive brand perception.

2. Staying Relevant and Up-to-Date: Social media platforms are fast-paced environments that require brands to adapt quickly to changing trends and consumer preferences. Olaplex must consistently create fresh and engaging content to captivate its audience and avoid becoming stagnant or outdated.

3. Balancing Organic and Paid Reach: While social media marketing offers cost-effective opportunities to reach a wide audience, navigating the balance between organic reach and paid advertising can be challenging. Olaplex must allocate its resources effectively to maximize brand exposure and engagement without overspending on paid reach.

4. Measuring ROI and Effectiveness: Determining the return on investment (ROI) of social media marketing efforts can be complex. Olaplex should carefully track metrics such as engagement rates, conversion rates, and sales data to evaluate the effectiveness of its campaigns and optimize future strategies.

In conclusion, social media marketing has proven to be a valuable tool for Olaplex in expanding its brand presence, engaging with its audience, and staying ahead in the beauty industry. However, it is essential for Olaplex to continually evolve its strategies, address challenges, and leverage the benefits to drive sustained growth and success.

Developing a Comprehensive Digital Marketing Strategy

A comprehensive digital marketing strategy is crucial for beauty brands like Olaplex to effectively reach their target audience and maximize their online presence. By conducting a thorough target audience analysis, Olaplex can gain insights into the demographics, preferences, and online behavior of their customers, enabling them to tailor their marketing efforts accordingly.

One of the key elements of a successful digital marketing strategy for Olaplex is leveraging social media platforms, such as Facebook and Instagram, to connect with their target audience. With a growing number of followers on these platforms, Olaplex can showcase their products, share engaging content, and interact with their customers to build brand loyalty.

Furthermore, Olaplex has recognized the power of TikTok as an effective top-of-the-funnel channel for brand awareness and engagement. With their impressive following of 55.4 thousand followers on TikTok and the Olaplex hashtag amassing 290 million views, Olaplex has experienced the benefits of tapping into this popular platform.

To capitalize on their online presence, Olaplex has increased its investment in paid social advertising. By allocating $500,000 for digital advertising, Olaplex has achieved a significant 25% growth in online sales. This investment has proven to be cost-effective, especially for beauty brands looking to reach a wide audience and drive conversions.

While developing their digital marketing strategy, Olaplex also focuses on maintaining their aspirational appeal and standing out from competitors on social media platforms. With 30% increase in sales through collaborations with social media influencers and a dedicated team of professional hairdressers and stylists, Olaplex has successfully retained customer loyalty and expanded their reach.

As part of their strategy, Olaplex utilizes promotional discounts and holiday sales events, resulting in a 15% increase in customer retention and loyalty. These efforts have contributed to a remarkable 20% increase in overall revenue in the past fiscal year, with $1 million generated from promotional discounts and holiday sales events alone. Trade show participation has also played a significant role, leading to an average 10% increase in revenue.

To enhance their online presence and drive engagement, Olaplex also invests in YouTube demonstrations and tutorials, accumulating an impressive 5 million total views. These videos serve as educational resources for their audience, showcasing the benefits and usage of their products.

Olaplex Products Pricing
No. 3 Hair Perfector $28
No. 6 Bond Smoother $28
No. 0 Intensive Bond Building Hair Treatment $28
No. 4 Bond Maintenance Shampoo 250ml $28
No. 4 Bond Maintenance Shampoo 1000ml $64
No. 7 Bonding Oil (30ml) $28
No. 7 Bonding Oil (100ml) $78

Olaplex also offers promotional deals to entice customers, such as purchasing OLPX No. 3 Hair Perfector and No. 4 Bond Maintenance Shampoo for $50. In addition, they provide a 10% discount on the first purchase for customers who sign up for their newsletter.

When comparing Olaplex’s pricing to competitors like Kerastase and Oribe, their products are competitively priced, making them accessible to a broader range of customers.

The success of Olaplex’s TikTok campaign hashtag #OLAFLEX is a testament to their effective digital marketing strategy. Within the first 72 hours of going live, the campaign garnered over three billion views, demonstrating its virality and broad audience reach. It generated a remarkable $17.2M earned media value (EMV), surpassing the brand’s total EMV for the month of July by 115%. The campaign’s impact continued to grow, accumulating over 8.7 billion views and over 1.8k videos created on TikTok one month post-campaign.

By adopting a comprehensive digital marketing strategy, Olaplex has established a strong online presence, engaged with their target audience, and achieved significant growth in sales and revenue. Their strategic approach to digital marketing, combined with their premium brand appeal, has solidified Olaplex’s position as a leader in the beauty industry.

Creating an Aesthetically Attractive Website

When it comes to establishing a strong online presence, having an aesthetically attractive website is crucial for beauty salons. Not only does it reflect the professionalism and quality of your services, but it also acts as a powerful tool to attract potential customers. To achieve this, there are several key elements to consider:

Salon Website Design

Selecting the right salon website design is the first step towards creating an appealing online platform. The design should align with your brand identity, incorporating colors, fonts, and visual elements that resonate with your target audience. A clean, modern, and intuitive design will enhance user experience and keep visitors engaged.

Responsive Design

With the increasing use of mobile devices, responsive design is essential. Ensuring that your website looks and functions seamlessly across different devices, including smartphones and tablets, is vital for capturing and retaining visitors. This not only improves user experience but also boosts your website’s search engine optimization (SEO) performance.

Conversion Optimization

Conversion optimization involves strategically placing calls-to-action throughout your website to encourage desired actions from visitors, such as booking an appointment or purchasing a product. By utilizing persuasive language and enticing visuals, you can guide users towards these conversion points, increasing the chances of turning them into paying customers.


Incorporating client testimonials on your website is a powerful way to build trust and credibility. According to statistics, 85% of consumers trust online reviews as much as personal recommendations. Displaying positive testimonials and reviews from satisfied clients can significantly influence potential customers’ decisions and encourage them to choose your salon for their beauty needs.

By implementing these strategies, your salon website will not only be visually appealing but also highly functional and optimized for conversion. This, in turn, will help attract more visitors, increase customer engagement, and ultimately drive business growth.

Utilizing Compelling Content and Remarketing

When it comes to digital advertising campaigns, compelling content is paramount. It not only captures the attention of potential customers but also keeps them engaged throughout their buyer’s journey. One effective way to showcase your brand and attract customers is through the use of testimonial videos. These videos feature real customers sharing their positive experiences with your products or services, serving as powerful social proof that can influence others to make a purchase.

Remarketing is another essential component of a successful digital advertising strategy. It allows you to re-engage potential customers who have shown interest in your brand but haven’t completed a purchase or booking. By strategically targeting these individuals with personalized ads across various platforms, you have the opportunity to bring them back and convert them into paying customers.

Furthermore, integrating compelling content within your digital advertising campaigns can significantly enhance their effectiveness. For instance, visually appealing banners and promotional videos can effectively showcase your salon services and products, captivating your target audience and driving them to take action.

Client testimonials play a crucial role in building trust and attracting new clients. By featuring positive reviews and testimonials prominently on your website and in your advertising campaigns, you can establish credibility and instill confidence in potential customers. This social proof can be the deciding factor for someone who is on the fence about making a purchase or booking an appointment.

To streamline the process of creating and managing compelling content, consider utilizing AI website builders and salon management platforms. These tools can help you create visually stunning websites, optimized for conversion, and provide robust content management systems that allow for easy updates and modifications.

Client Conversion Rate Increase Sales Growth User Engagement Increase Traffic Increase Revenue Increase
Brand A 25% 50% 35% 20% 45%
Brand B 45% 70% 20% 30% 60%
Brand C 35% 60% 40% 25% 55%


Olaplex’s marketing strategy in 2024 has exemplified the brand’s exceptional growth and success in the beauty industry. Through their innovative marketing tactics, Olaplex has solidified its position as a leading player in the haircare market. The company’s strategic approach to digital advertising and community building has allowed them to effectively reach their audience and foster meaningful connections with their customers.

With the acquisition by Advent International and subsequent IPO valuation of $15 billion, Olaplex has demonstrated a remarkable return on investment, showing the strength and potential of their marketing strategy. Despite challenging circumstances, the company has experienced substantial revenue growth, with an increase of 91% in 2020 and a staggering 128% during the first 9 months of 2021.

Olaplex’s commitment to data analysis and technology has been integral to their success. By leveraging regional attributes and understanding customer attitudes, the brand has gained valuable insights into consumer behaviors and preferences. Additionally, their emphasis on protecting user data and staying at the forefront of technological advancements showcases their dedication to maintaining relevance and establishing trust with their customers.

As Olaplex continues to expand its market awareness and reach, it remains focused on community building and providing exceptional service to create long-lasting relationships with consumers. Through their captivating campaigns, such as the Oladupé campaign, and their engagement on popular platforms like TikTok, Olaplex has successfully built a vibrant community around its brand.


What was Olaplex’s marketing strategy in 2024?

Olaplex’s marketing strategy in 2024 focused on innovative tactics, social media engagement, and targeted advertising to strengthen its position as a leading brand in the haircare industry.

What was the Olaplex Oladupé campaign?

The Olaplex Oladupé campaign was a clever marketing stunt that capitalized on the TikTok dupe trend. Olaplex launched a fictitious product, Oladupé, presented as a dupe of their popular No. 3 Hair Perfector, generating significant attention and engagement.

How does Olaplex engage with its audience?

Olaplex actively engages with its audience through social listening, tapping into authentic conversations and organic trends. They leverage platforms like TikTok, where they created their own hashtag challenge, to strengthen their bond with the community.

How does TikTok play a role in Olaplex’s marketing strategy?

TikTok plays a significant role in Olaplex’s marketing strategy, particularly in reaching the younger consumer base of Gen Z. The platform allows Olaplex to showcase their products, tap into haircare trends, and engage with their audience in an authentic and meaningful way.

How does Olaplex leverage TikTok beauty trends?

Olaplex leverages TikTok beauty trends by using captivating content and creative collaborations with beauty influencers. The algorithm-driven discoverability of TikTok ensures that Olaplex’s content reaches a wide audience, helping to build brand awareness and attract new customers.

How does Olaplex invest in paid social advertising?

Olaplex increases its investment in paid social advertising by strategically placing ads on platforms like Instagram and TikTok. They also utilize influencer marketing by partnering with haircare professionals and influencers, resulting in increased engagement and followers.

What are the benefits and challenges of social media marketing for Olaplex?

Social media marketing offers cost-effective opportunities for brand growth and engagement. However, staying up-to-date with emerging trends and managing online reputation are challenges that Olaplex must address.

How can a beauty salon develop a comprehensive digital marketing strategy?

A comprehensive digital marketing strategy for a beauty salon involves analyzing the target audience, building a strong online presence, utilizing social media platforms, crafting compelling content, optimizing messaging and tactics, and maximizing brand visibility through SEO techniques.

What are the key elements of an aesthetically attractive website for a beauty salon?

An aesthetically attractive website for a beauty salon should have responsive design, conversion optimization through strategic calls-to-action, and testimonials to build trust and credibility. Utilizing website design tools and solutions can simplify the process of creating an attractive and functional website.

How can a beauty salon utilize compelling content and remarketing?

A beauty salon can utilize compelling content, such as promotional videos and visually appealing banners, to showcase their services and products. Remarketing campaigns can re-engage potential customers who have shown interest but didn’t complete a purchase or booking. Integrating client testimonials and reviews can also build trust and attract new clients.

What was Olaplex’s marketing strategy in 2024?

Olaplex’s marketing strategy in 2024 focused on innovative tactics, social media engagement, and targeted advertising to strengthen its position as a leading brand in the haircare industry.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.