OLAPLEX

The Partnership

OLAPLEX is a social-first hair care brand, rooted in science and community. A brand that truly celebrates all hair types, age groups, gender, and pronouns, across countries and cultures.

To kick off their first hashtag challenge, we needed a concept that embodies all of that - simple, cross-cultural, with little to no language barriers, and rooted in the brand's ethos of diversity, celebration, and inclusion.

Introducing #OLAFLEX, a global TikTok Hashtag challenge that unites the OLAPLEX community through their hair transformation journey.

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What we did

To support the launch, Kubbco partnered with over 100 everyday people to share their unique stories.
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Our approach was not to focus on influencers. We didn't want to partner with just people who have large followings or high reach.

Instead, we wanted to cast a range of people who are truly indicative of our target audience - everyone.

In addition to our amplification strategy, OLAPLEX worked on inviting their salon and stylists partners to create their own salon transformations. A twist to the #OLAFLEX challenge.

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