08.23.22
Olaplex—the hair care brand that created the bond building hair category and earned viral status after amassing over 1.2 billion views with #Olaplex on TikTok—is launching its first TikTok hashtag challenge, which has already reached over 3 billion views in 72 hours.
Olaplex is challenging its loyal fans to share their wildest hair from the past compared to their healthy hair in the present day that they helped transform using Olaplex by using the hashtag #Olaflex. The campaign taps into the nostalgia trends that are gaining momentum on TikTok and will rally passionate salon professionals and consumers to show that the brand has helped them on their journey to healthy hair.
"TikTok is the perfect platform to engage with our loyal Olaplex users, who've helped build our organic momentum on the platform, going from 24 million views to more than one billion in less than 30 months," said Charlotte Watson, chief marketing officer for Olaplex. "We view this challenge as a fun way to help educate on Olaplex's original patented bond-building technology to relink hair bonds to repair and strengthen from the inside for healthier hair."
Olaplex has a track record of user-generated content on the platform from organic relationships with mega and micro influencers. The #Olaflex TikTok challenge will be supported by over 400 influencers with the majority being micro influencers who will help amplify the campaign through their own original content, including Clara (@ClaraGrugz), Molly (@Scarlettohair) and Cyrus (@Cyrusveyssi). Olaplex Ambassadors Tracey Cunningham, Chad Kenyon, Christin Brown and others will also create content for the campaign.
The brand worked with integrated full-service social media agency Kubbco on this campaign.
Since its founding, Olaplex is color-safe, cruelty-free and vegan, and free of over 50 so-called questionable ingredients including sulfates (SLS & SLES), parabens, phthalates and phosphates. All Olaplex products have The Clean at Sephora seal and are proud of their continued commitment to reduce its secondary packaging and not add to its carbon footprint.
Olaplex is challenging its loyal fans to share their wildest hair from the past compared to their healthy hair in the present day that they helped transform using Olaplex by using the hashtag #Olaflex. The campaign taps into the nostalgia trends that are gaining momentum on TikTok and will rally passionate salon professionals and consumers to show that the brand has helped them on their journey to healthy hair.
The #Olaflex Challenge
Olaplex partnered with Felix Cartal, an EDM DJ and producer, to create a TikTok original track for the campaign. Cartal has two million Spotify followers and is known on TikTok for his unofficial remixes of popular TV show theme songs. Olaplex specifically selected Cartal due to his connectivity to pop culture and what’s trending, as well as his talent, creating positive and uplifting music. The original track follows his personal style and provides an upbeat and fun theme for the campaign."TikTok is the perfect platform to engage with our loyal Olaplex users, who've helped build our organic momentum on the platform, going from 24 million views to more than one billion in less than 30 months," said Charlotte Watson, chief marketing officer for Olaplex. "We view this challenge as a fun way to help educate on Olaplex's original patented bond-building technology to relink hair bonds to repair and strengthen from the inside for healthier hair."
Olaplex has a track record of user-generated content on the platform from organic relationships with mega and micro influencers. The #Olaflex TikTok challenge will be supported by over 400 influencers with the majority being micro influencers who will help amplify the campaign through their own original content, including Clara (@ClaraGrugz), Molly (@Scarlettohair) and Cyrus (@Cyrusveyssi). Olaplex Ambassadors Tracey Cunningham, Chad Kenyon, Christin Brown and others will also create content for the campaign.
The brand worked with integrated full-service social media agency Kubbco on this campaign.
Revolutionary Bond-Building Technology
All Olaplex products contain a revolutionary bond-building technology with over 100 worldwide patents that created the bond-building hair care category and is exclusive to Olaplex. The technology penetrates the hair shaft working on the entire hair structure to rebuild the hair throughout. It builds a permanent bridge between the disulfide bonds. At the same time, it lessens or eliminates damage caused by molecules that eat protein from the hair by working faster than the damage can occur.Since its founding, Olaplex is color-safe, cruelty-free and vegan, and free of over 50 so-called questionable ingredients including sulfates (SLS & SLES), parabens, phthalates and phosphates. All Olaplex products have The Clean at Sephora seal and are proud of their continued commitment to reduce its secondary packaging and not add to its carbon footprint.