OLAPLEX Launches Defy Campaign: A Bold New Era in Hair Care

OLAPLEX Launches Defy Campaign to showcase its innovative approach to hair care, empowering both professionals and consumers. The brand, known for its bond-building technology, continues to lead the industry with products that deliver healthy, beautiful hair without limits. With the launch of the “Designed to Defy” campaign, OLAPLEX celebrates the confidence, creativity, and self-expression that come with truly healthy hair.

A Cinematic Celebration of Healthy Hair

At the heart of the OLAPLEX Launches Defy Campaign is a cinematic film that highlights the transformative power of healthy hair. The campaign features influential figures such as actress Nicola Coughlan, media personality Jenna Lyons, and Olympian sprinter Sydney McLaughlin-Levrone. Each of these remarkable individuals defies expectations in their respective fields, just as OLAPLEX defies traditional hair care limitations.

The film captures moments of confidence and creativity, showing how healthy hair lays the foundation for self-expression and limitless possibilities. Featured stylists like Halley Brisker, Jenna Perry, and Naeemah LaFond are part of OLAPLEX’s PRO stylist community and ambassador program, further elevating the campaign’s impact.

A Vision for the Future of Hair Care

OLAPLEX’s Launches Defy Campaign builds on the company’s recent announcement of its bold new vision. This campaign emphasizes the brand’s dedication to foundational hair health through science-backed innovation. It also celebrates the professional community that fuels OLAPLEX’s ongoing advancements. As part of this effort, OLAPLEX introduced No.0.5 Scalp Longevity Treatment, a unique serum designed to maintain long-term scalp and hair health.

“We wanted this campaign to embody what OLAPLEX has always enabled—confidence in every hair day,” said Katie Gohman, CMO of OLAPLEX. “With a healthy foundation, the styling possibilities are endless. This is just the beginning of an exciting new chapter for OLAPLEX.”

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Amplifying the Message with New Experiences

In addition to the cinematic film, OLAPLEX partnered with creative agency Droga5 to develop a multi-channel marketing strategy. The campaign includes CTV films, social media content, high-profile OOH placements, and photography designed to amplify OLAPLEX’s bold new look.

To further engage with consumers, OLAPLEX is launching the Bond House Pop-Up in New York, where attendees can experience the campaign firsthand. The pop-up offers a personalized experience with digital hair analysis and expert styling recommendations. Guests will also have the opportunity to take their own empowering photo moments in The Studio.

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