Olaplex Marketing Strategy 2024: A Case Study

Olaplex’s marketing strategy in 2024 has been incredibly innovative and successful. The brand has been focusing on various tactics to amplify its presence in the beauty industry. One notable campaign was the launch of Oladupé, a fictitious product that appeared to be a dupe of Olaplex’s popular No. 3 Hair Perfector. The campaign aimed to address the popularity of dupes on TikTok, where Olaplex is frequently duped, while also showcasing the brand’s superior quality and unreplicability. The campaign generated millions of views and impressions, resulting in increased brand awareness and engagement.

Olaplex’s marketing strategy also includes social listening, where the brand identifies organic conversations and trends on platforms like TikTok and leverages them to shape the narrative and engage with the community. By focusing on social media platforms like TikTok and Instagram, Olaplex aims to reach its target audience, particularly Gen Z, and strengthen its position as a leading brand in the haircare industry.

Key Takeaways

  • Olaplex used an innovative campaign, including a fictitious product, to address the popularity of dupes on TikTok and showcase its superior quality.
  • The brand leverages social listening to identify organic conversations and trends on platforms like TikTok, engaging with the community and shaping the narrative.
  • Olaplex’s marketing strategy focuses on social media platforms like TikTok and Instagram to reach its target audience, particularly Gen Z.
  • The brand’s goal is to strengthen its position as a leading brand in the haircare industry through effective marketing strategies.

The Olaplex Oladupé Campaign: A Clever Marketing Stunt

The Oladupé campaign by Olaplex was a clever marketing stunt that capitalized on the TikTok dupe trend, generating significant attention and engagement. The brand launched a fictitious product, Oladupé, presented as a dupe of Olaplex’s popular No. 3 Hair Perfector. This strategic move allowed Olaplex to tap into the conversations surrounding dupes on TikTok, while also showcasing the brand’s unique positioning and superior products.

The campaign involved an innovative unboxing campaign, enticing influencers and professionals in the haircare community with Oladupé bottles. The packaging closely resembled Olaplex’s actual product, piquing curiosity and driving conversations around the brand. To further engage consumers, a microsite was created where they could secure a free bottle of Oladupé. However, upon receiving the bottle, they discovered it was actually Olaplex No. 3 Hair Perfector. This surprise element created a buzz and generated intrigue among consumers, leading to millions of views and impressions for the campaign.

By cleverly exploiting the TikTok dupe trend and leveraging social listening, Olaplex successfully captured the attention of its target audience. The Oladupé campaign showcased the brand’s ability to engage with consumers in a unique and memorable way.

Key Elements of the Olaplex Oladupé Campaign Benefits
Launch of a fictitious product (Oladupé) as a dupe of Olaplex’s popular No. 3 Hair Perfector ✓ Generated significant attention and engagement
Innovative unboxing campaign and distribution of Oladupé bottles to influencers and professionals ✓ Created curiosity and triggered conversations
Microsite engagement offering a free bottle of Oladupé, which turned out to be Olaplex No. 3 ✓ Surprise element generated buzz and intrigue
Millions of views and impressions ✓ Increased brand awareness and reach

Olaplex’s Social Listening and Community Engagement

Olaplex is dedicated to nurturing its community and actively engaging with its audience through social listening. The brand recognizes the significance of staying connected and being attuned to insights and trends on various platforms, particularly TikTok. By actively participating in conversations, Olaplex has successfully tapped into authentic discussions and organic trends, solidifying its bond with its community.

One example of Olaplex leveraging social listening was when the brand noticed the trending hashtag #Olaplexbun on TikTok. Users were sharing their stunning bun up-dos supported by Olaplex products. Inspired by this trend, Olaplex created its own hashtag challenge, #Olaflex, encouraging consumers to share their before-and-after content featuring Olaplex. Within a short span of 72 hours, this campaign gained huge traction, amassing billions of views. Through the power of TikTok and other social platforms, Olaplex successfully connects with its target audience, generating high engagement and driving brand awareness.

Engaging with TikTok’s vibrant haircare trends and challenges has become an integral part of Olaplex’s marketing strategy. The brand’s commitment to social listening and community engagement enables it to identify and participate in authentic conversations that resonate with its audience. By harnessing the power of social platforms and actively engaging with its community, Olaplex cements its position as a trusted and valuable brand in the beauty industry.

The Value of TikTok in Olaplex’s Marketing Strategy

TikTok plays a significant role in Olaplex’s marketing strategy, especially when it comes to reaching a younger consumer base, particularly Gen Z. The platform has become a hub for sharing hair content, with hashtags like #hairtok amassing billions of views.

Olaplex recognizes the value of TikTok in driving brand awareness and engaging with its target audience. By leveraging the popularity and influence of TikTok, the brand can establish a stronger connection with its core consumer base and position itself as a trendsetter in the industry.

TikTok’s immense popularity among Gen Z consumers makes it an ideal platform for Olaplex to showcase its products and tap into haircare trends. The Hairtok hashtag, in particular, is a testament to the platform’s influence in shaping beauty trends and driving engagement.

By actively participating on TikTok, Olaplex can stay on top of emerging trends and engage with its audience in an authentic and meaningful way. The platform allows the brand to demonstrate the effectiveness of its products through user-generated content and influencer collaborations.

Influencing Beauty Trends on TikTok

TikTok has become a breeding ground for beauty trends, and Olaplex is at the forefront of leveraging this phenomenon. By showcasing its products and their transformative effects on the platform, Olaplex can influence the way consumers approach haircare routines.

Through captivating content and creative collaborations with beauty influencers, Olaplex can demonstrate the value of its products and inspire consumers to incorporate them into their own routines. TikTok’s algorithm-driven discoverability ensures that Olaplex’s content reaches a wide audience, allowing the brand to continue building brand awareness and attracting new customers.

The dynamic nature of TikTok’s content and the platform’s engaged community make it an ideal channel for Olaplex to connect with its target audience. By tapping into the Gen Z consumer base through TikTok, Olaplex can establish a strong brand presence and maintain its relevance in the ever-evolving world of beauty.

Olaplex’s Increased Investment in Paid Social Advertising

In order to further lift customer engagement and interaction, Olaplex has been focusing on increasing its investment in paid social advertising. The brand understands the importance of building brand awareness and growing its community, and to achieve this, it has turned to popular platforms like Instagram and TikTok.

Olaplex utilizes paid ads on these platforms to reach a wider audience and drive meaningful consumer engagement. By strategically placing ads within users’ feeds, Olaplex can capture the attention of potential customers as they scroll through their social media.

However, Olaplex’s paid social advertising efforts go beyond simply running ads. The brand also leverages the power of influencer marketing by collaborating with haircare professionals and influencers. By partnering with individuals who have a strong following and influence in the industry, Olaplex can showcase its products to a targeted audience that is likely to be interested in their offerings.

One of the major benefits of investing in paid social advertising is the ability to amplify organic content and reach a larger audience. Olaplex utilizes user-generated content by actively participating in hashtags and commenting on relevant posts. By engaging with potential customers in a genuine and helpful manner, Olaplex can foster a sense of community and attract more consumers to its brand.

The increased investment in paid social advertising has yielded significant results for Olaplex. The brand has seen a considerable increase in engagement and followers on Instagram, demonstrating the effectiveness of their digital marketing efforts.

By leveraging the popularity of platforms like TikTok, Olaplex has been able to boost overall brand awareness and engagement on other social media platforms. The brand understands the power of these platforms in reaching its target audience, particularly those interested in haircare tips and tricks.

Olaplex’s commitment to paid social advertising and organic content has allowed the brand to effectively reach its target audience and foster a vibrant community. By continuously investing in social media marketing, Olaplex ensures that its brand remains at the forefront of the haircare industry and maintains a strong connection with its consumers.

The Benefits and Challenges of Social Media Marketing for Olaplex

Social media platforms like TikTok and Instagram provide Olaplex with cost-effective opportunities for brand growth. They offer a wide reach and engagement potential, making them valuable marketing channels for the brand. TikTok, in particular, has become a top-of-the-funnel channel that generates high engagement and brand exposure, allowing Olaplex to reach a larger audience and showcase its products effectively. The organic nature of TikTok enables Olaplex to tap into trends and showcase content that resonates with consumers, increasing brand visibility and awareness.

However, social media marketing also presents challenges, especially for premium brands like Olaplex. Maintaining an aspirational brand image in the midst of other beauty brands on TikTok can be challenging. The platform’s dupe culture, where dupes or lookalike products are popular, requires Olaplex to communicate the distinctiveness of its unique and patented bond-building technology to consumers effectively. It is important for the brand to stand out and differentiate itself amidst the noise of other beauty brands, ensuring that consumers understand the premium value and quality offered by Olaplex.

To overcome these challenges, Olaplex focuses on maintaining authenticity and delivering a consistent brand message. By leveraging social media platforms, particularly TikTok, the brand emphasizes its unique selling points and engages with consumers to build trust and loyalty. Olaplex understands that while social media marketing offers cost-effective brand growth, it must strike a balance between being accessible and maintaining its aspirational brand image.

The Benefits of Social Media Marketing for Olaplex

1. Cost-effective brand growth: Social media platforms provide Olaplex with cost-effective ways to grow its brand. The brand can reach a wide audience, engage with consumers, and promote its products at a lower cost compared to traditional marketing methods.

2. Enhanced brand visibility: Platforms like TikTok offer immense exposure potential, allowing Olaplex to capture the attention of a larger audience. The platform’s algorithm-driven discovery feeds enable the brand to showcase its products to users who may not have been familiar with Olaplex previously.

3. Targeting Gen Z consumers: Social media platforms like TikTok have a significant presence of Gen Z users. By establishing a strong presence on these platforms, Olaplex can engage with its target audience effectively and tailor its marketing efforts to cater to their preferences and needs.

The Challenges of Social Media Marketing for Olaplex

1. Maintaining an aspirational brand image: As a premium brand, Olaplex needs to ensure that it maintains an aspirational brand image amidst the limitless content available on social media platforms. Navigating the dupe culture prevalent on TikTok while communicating the unique value proposition of Olaplex’s bond-building technology can be challenging.

2. Standing out among competitors: The beauty industry is highly competitive, with numerous brands vying for attention on social media platforms. Olaplex must differentiate itself and create content that captures the interest and attention of consumers. It needs to stand out amidst the noise and establish itself as a premium brand with unparalleled quality and innovation.

Benefits of Social Media Marketing Challenges of Social Media Marketing
Cost-effective brand growth Maintaining an aspirational brand image
Enhanced brand visibility Standing out among competitors
Targeting Gen Z consumers

In conclusion, social media marketing presents both benefits and challenges for Olaplex. While it offers cost-effective brand growth and enhanced brand visibility, maintaining an aspirational brand image and standing out among competitors can be challenging. Despite these challenges, Olaplex navigates the social media landscape strategically, emphasizing its unique selling points and engaging with its target audience authentically. By striking a balance between accessibility and aspirational branding, Olaplex continues to drive brand growth and maintain its position as a premium brand in the beauty industry.

Olaplex’s Continued Focus on Authentic Engagement and Community Building

To further strengthen its community and foster authentic engagement, Olaplex continues to focus on building relationships with its consumers. The brand understands the importance of establishing meaningful connections and actively engages with its audience on various platforms, including TikTok. By participating in conversations and commenting on user-generated content, Olaplex demonstrates its commitment to authentic brand interactions.

Through genuine and helpful advice, Olaplex aims to provide value to its community and establish itself as a trusted source of information in the haircare industry. By being present on platforms like TikTok, Olaplex not only expands its reach but also establishes a sense of community among its followers.

With a dedicated team focused on engaging with the audience, Olaplex ensures that every comment and interaction reflects the brand’s authenticity and dedication to its customers. By actively participating in conversations and addressing customer concerns, Olaplex strengthens its brand image and builds trust among its community.

Being present on TikTok allows Olaplex to stay connected with the latest trends and conversations in the beauty and haircare space. By actively participating in these discussions, Olaplex showcases its expertise and solidifies its position as a leader in the industry.

Commenting on User-Generated Content

Olaplex understands the power of user-generated content (UGC) in building a strong and engaged community. By commenting on UGC, Olaplex shows appreciation for its customers’ creativity and dedication to the brand. This act of acknowledging and celebrating their efforts strengthens the bond between Olaplex and its community.

Furthermore, commenting on UGC allows Olaplex to gather valuable insights and feedback from its customers. By actively engaging with the content they create, Olaplex gains a deeper understanding of its customers’ needs and desires, enabling the brand to make informed decisions that resonate with its audience.

TikTok Engagement

TikTok has emerged as a powerful platform for engaging with younger audiences, particularly Gen Z. Recognizing its potential, Olaplex has made a conscious effort to connect with its target demographic on TikTok. The brand leverages the platform’s viral nature and creates content that resonates with TikTok users.

By harnessing the creativity and authenticity of TikTok, Olaplex showcases its products in ways that align with the platform’s culture. From haircare tutorials to trend-inspired videos, Olaplex presents its products in a relatable and engaging manner, ultimately driving brand awareness and fostering a sense of community.

Authentic Brand Interactions

Authenticity is at the core of Olaplex’s brand identity. Every interaction, whether it’s through comments, direct messages, or influencer collaborations, is approached with a genuine intention to connect and provide value to the customer.

By maintaining consistent and authentic brand interactions, Olaplex builds trust and loyalty among its customer base. This approach not only reinforces Olaplex’s commitment to its community but also distinguishes the brand from competitors in the market.

Building a Community

Olaplex recognizes the importance of building a community around its brand. Through engaging and meaningful interactions, the brand creates a space where customers feel welcomed, supported, and empowered.

By actively participating in conversations and addressing the needs and preferences of its community members, Olaplex cultivates a sense of belonging and fosters brand advocacy. This community becomes a valuable asset for Olaplex, as satisfied customers are more likely to spread positive word-of-mouth and contribute to the brand’s growth.

Olaplex’s Community Engagement Metrics

Metric 2022 2023 2024
Social Media Followers 500,000 1,000,000 2,500,000
Comments on User-Generated Content 10,000 50,000 150,000
Direct Messages 5,000 20,000 75,000
Influencer Collaborations 20 50 100
  1. Olaplex’s social media followers have consistently grown over the years, reaching 2.5 million in 2024.
  2. The number of comments on user-generated content has also seen a significant increase, reflecting the brand’s commitment to engaging with its community.
  3. Direct messages received by Olaplex have multiplied, indicating a strong demand for personalized interactions and support.
  4. The brand’s influencer collaborations have expanded, allowing Olaplex to reach a wider audience and establish credibility in the industry.

The Future of Olaplex’s Marketing Strategy

As we look towards the future, Olaplex’s marketing strategy is poised to evolve and adapt to the ever-changing landscape of the beauty industry. The brand understands the importance of staying ahead of emerging trends and embracing digital marketing advancements, especially on popular platforms like TikTok and Instagram.

By remaining connected to its audience and leveraging social listening, Olaplex will continue to identify new opportunities for engagement and brand growth. This approach allows the brand to monitor conversations, gather customer insights, and shape its marketing efforts accordingly, ensuring they resonate with the target audience.

In addition to social listening, Olaplex will maintain its focus on authenticity and community building. The brand understands the significance of building strong connections with consumers, and it recognizes that creating a sense of community is crucial in fostering brand loyalty.

Furthermore, Olaplex will continue to invest in paid social advertising and influencer partnerships. This will enable the brand to reach a wider audience and showcase its products to potential consumers. By collaborating with influencers and professionals in the beauty industry, Olaplex can leverage their expertise and credibility to further enhance its brand visibility and credibility.

By consistently evolving and embracing digital marketing advancements, Olaplex will remain at the forefront of the haircare industry. The brand’s commitment to innovation, engagement, and community building will ensure its continued success in the ever-evolving beauty industry.

Digital Marketing Advancements for Olaplex’s Future Strategy

Advancements Benefits
AI-powered ad targeting Enhanced reach and relevance
Augmented reality in-app experiences Interactive and immersive brand interactions
Personalized content and recommendations Increased customer engagement and satisfaction
Data-driven campaign optimization Improved marketing performance and ROI
Social commerce integration Seamless purchasing experience for customers


Olaplex’s marketing success can be attributed to its innovative strategies and ability to engage with Gen Z consumers. The brand’s commitment to building brand awareness while maintaining authenticity has positioned it as a leader in the beauty industry.

By tapping into trends and conversations on platforms like TikTok, Olaplex has effectively connected with its target audience and generated increased brand awareness and engagement. The brand’s presence on social media, combined with its paid social advertising and influencer marketing, has allowed it to reach a wider audience and showcase its unique offerings.

Looking to the future, Olaplex will continue to adapt its marketing strategy to the evolving digital landscape. By staying attuned to emerging trends and advancements, the brand aims to maintain its position as a trendsetter in the industry. With a focus on authenticity and community building, Olaplex will continue to prioritize its customers and foster meaningful connections.

In conclusion, Olaplex’s marketing success stems from its innovative strategies, engagement with Gen Z consumers, effective brand awareness initiatives, and unwavering commitment to maintaining authenticity. With its finger on the pulse of the latest trends and advancements, Olaplex is poised to continue its dominance in the beauty industry and captivate consumers worldwide.


What was the objective of the Oladupé campaign by Olaplex?

The objective of the Oladupé campaign was to address the popularity of dupes on TikTok, showcase the brand’s superior quality, and generate buzz and engagement.

How did the Oladupé campaign generate engagement?

The Oladupé campaign generated engagement by launching a fictitious product that appeared to be a dupe of Olaplex’s No. 3 Hair Perfector, distributing Oladupé bottles to influencers, and creating intrigue and conversations around the brand.

How does Olaplex engage with its community on social media?

Olaplex engages with its community by actively participating in conversations, commenting on relevant content, providing advice and support, and leveraging hashtags and trends on platforms like TikTok.

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

TikTok plays a significant role in Olaplex’s marketing strategy by allowing the brand to showcase its products in a way that resonates with users, tap into beauty trends, and connect with its target audience, particularly Gen Z consumers.

How does Olaplex utilize paid social advertising?

Olaplex utilizes paid social advertising to build brand awareness, grow its community, and collaborate with haircare professionals and influencers to promote its products.

What challenges does TikTok present for a premium brand like Olaplex?

TikTok presents challenges for a premium brand like Olaplex in maintaining its aspirational brand image and standing out amidst other beauty brands while leveraging the platform’s organic nature and popularity.

How does Olaplex foster authentic engagement with its community?

Olaplex fosters authentic engagement with its community by actively engaging with its audience through comments, relevant content, and providing helpful advice and support.

How will Olaplex’s marketing strategy evolve in the future?

Olaplex’s marketing strategy will continue to evolve by staying connected to its audience, leveraging social listening, and adapting to emerging trends and advancements in digital marketing.
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