Olaplex is back to reinventing the wheel.
The brand, which debuted to consumers with the launch of its No.3 bond-building treatment, is reintroducing the inaugural stock keeping unit.
Now called the No.3Plus Complete Repair Treatment, the product adds a new Damage Defense Cationic Complex, and will replace its predecessor in the brand’s existing distribution.
Olaplex is recognized as the originator of bond-building technology, and spawned dozens of dupes in the process. As heightened competition challenged the company’s steep growth trajectory, the relaunch is part of its broader turnaround strategy.
“It’s the icon of the company. No.1 and No.2 are the things that made us famous with professionals and three is the thing that took the business to the next level with consumers,” said chief executive officer Amanda Baldwin. “Every piece of the puzzle is really important, and when we’re ready for it, we put it out into the world. That’s what it takes to transform a company.”
For Baldwin, the relaunch epitomizes the brand’s DNA. “We can love something and the consumer can love it,” she said, “but that doesn’t mean we can’t do better.”
Olaplex sells a bottle of No.3 every six seconds, which Baldwin credits to the underpinning science. “We remain the only company that re-links all three bonds in hair,” she said. “We have to hold onto being the best possible at hair repair while also maintaining the experience for consumers.”
Now the product focuses on immediate changes in hair health and texture after a single use, as well as new education around said formula. “We talk about yesterday, today and tomorrow. That philosophy is how we want to continue to approach our innovation overall,” Baldwin said. “All that led to additional ingredients that will make your hair feel softer right away but also protect it over time.”
From a marketing perspective, Baldwin is focused on simplifying the science to the consumer. “We have to make sure the science comes through in a way that’s easy to understand,” she said. “We have built out an education team to make sure at every touch point we’re really communicating. We will also have this in a back bar size for the first time.”
The brand has a new campaign to accompany the relaunch, called “Science Never Looked So Good,” which features Olaplex’s chief hair officer Chloe Fineman. “Science can be perceived as intimidating, cold or clinical,” Baldwin said. “We wanted to make it joyful and entertaining.”
