Launched in 2014 by Dr. Eric Pressley and Dr. Craig Hawker, Olaplex transformed the haircare industry with its patented formula and unprecedented technology. Now a staple in both salons and in the home, let’s explore what made Olaplex and their treatments an industry frontrunner.
Bond Building Technology
Olaplex immediately outshone existing products in the haircare industry with its impressive technology. While other products were ‘protective’, and simply coated or masked damage, Olaplex treatments actively repaired the hair, working on a molecular level. This level of effectiveness allowed stylists to push creative boundaries without worrying about worsening damage to a client’s hair.
Quick Adoption by Salons
Once Olaplex treatments were being used in salons, it didn’t take long for professional stylists to recognise its value. The improved strength and health of clients’ hair was quickly reported, alongside its ease of use. Repeat business and client trust followed, cementing its good reputation.
Notable salons in London that sing Olaplex’s praises to this day include:
Gritt London, Clapham
Aer Salon, Kensington
Jo Hansford, Mayfair & Knightsbridge
Celebrity and Influencer Endorsements
When celebrities and influencers began hopping onto the bandwagon, Olaplex’s popularity skyrocketed. It was the best advertising a brand could ask for. Figures such as Kim Kardashion broadcast its impressive results to millions of followers, while influencers played a role in making the brand seem accessible.
Product Line Expansion
Following salon success, the next obvious step was to cater to consumer demand and expand the product line to include at-home treatments, such as the No.3 Hair Perfector. Consumers were enticed by the ability to achieve professional grade hair care by themselves, and lauded the product for its results.
A Loyal Clientele and Industry Shift
Olaplex’s clear communication with clients demystified the science behind the success, and allowed for a continued building of trust. As expected, a surge of products trying to emulate Olaplex’s success flooded into the industry. Its strong patent protection and front-runner advantage kept it a market lead for bond-building technology. Seen as a semi-luxury brand, it positioned itself as an aspirational yet attainable product.
Olaplex’s prestige within the industry today is thanks to a combination of innovative and desirable results, professional word-of-mouth and effective marketing. Its introduction into the industry revolutionised the game for both salons and consumers, and solidified its status as a must-try brand.
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