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.
Everyone has a hair story. From parent-mandated childhood hairstyles to attempting really bad hair trends, hair stories are emotional and relatable for all.
Nostalgia is a big content pillar on TikTok. People love to share Then and Now comparisons, Before and After stories, and a personal journey to connect with others.
We tapped into this nostalgia and desire to share Then and Now to create the #OLAFLEX Hashtag Challenge.
On top of this…
OLAPLEX’s social fans and brand loyal customers are continuously sharing their hair transformation stories – whether it’s at the salon or on an at-home journey – people invested in OLAPLEX have seen how it has worked for them.
Comments across their channels have indicated an interest in learning more. Although they may have questions about the routines and pairings of OLAPLEX’s offerings, consumers have been interested through PR or word of mouth and have expressed a clear appetite for more information.
To support the launch, Kubbco partnered with over 100 everyday people to share their unique stories.
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.
There was no limit to gender, age, size, hair type, and influence and it was important that we were able to showcase that hair transformation can happen to 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.
To make this a compelling extension for the brand, we wanted to work with an actual musician. We wanted someone who is in the scene (eg: touring and traveling for music festivals), updated on trends, someone who had won awards, released albums and EPs, and has partnered with some of the biggest names in music.
Enter Felix Cartal. Felix released his first EP in 2009 under Steve Aoki’s label, Dim Mak Records. Since then he has released over 100 tracks, toured the world, and collaborated with some of of EDM’s biggest names like Kaskade and Laidback Luke.
The track he created for #OLAFLEX needed to have a catchy beat and a story cadence – an introduction, transition, and celebration.
@goldynaps @olaplex always brings my dry hair & curls back to LIFE, so I had to show y’all how I #OLAFLEX ♬ OLAFLEX – OLAPLEX
@bonnieleetoks #ad Watch me nail the #OLAFLEX Trend @olaplex ♬ OLAFLEX – OLAPLEX