How Olaplex Is Defying Brand Expectations

Let’s talk about something I’m absolutely obsessed with today: how a science-focused haircare brand is transforming their image by tapping into EMOTION. This is literally what I preach to all my clients!

Olaplex just launched their “Designed to Defy” campaign this week, and it’s a masterclass in emotional branding. The premium haircare brand (known for their bond-building technology that repairs damaged hair) has historically leaned heavily on the science behind their products. Sound familiar? So many businesses do this – focusing on features rather than feelings!

What’s fascinating about Olaplex’s approach is CMO Katie Gohman’s insight: “Research all showed that we scored really high on science and efficacy, and the consumer loved the brand and product… but there wasn’t necessarily an emotional space that people went to when they thought of Olaplex.”

This is EXACTLY what I see with so many of my clients who come to me frustrated that their brand isn’t connecting with their audience. You can have the most effective product or service in the world, but if you’re not creating an emotional connection, you’re missing a crucial piece of the brand puzzle!

Olaplex’s refresh includes:

1. A bolder logo using their existing font system
2. More readable typography (swapping all-caps for text that’s “calmer on the eyes”)
3. Introduction of “Olaplex red” to their formerly black-and-white visuals to signify passion
4. New product photography that’s “evocative of a world you want to be a part of” rather than plain pack shots on white backgrounds

Sound like the kind of transformation your brand needs? (I see you nodding!)

Their new multichannel campaign features “Bridgerton” star Nicola Coughlan, fashion designer Jenna Lyons, and Olympic sprinter Sydney McLaughlin-Levrone alongside their personal hair stylists.

The genius of this approach? It taps into TWO emotional elements:

• The confidence that comes with looking your best
• The trust relationship between client and stylist/expert

The campaign tagline “With hair this healthy? You can do anything” perfectly encapsulates the transformation from product benefit (healthy hair) to emotional benefit (confidence to do anything). I mean, I was sold before the campaign as I use Olaplex for everything… but this? I’m in for LIFE!

Beyond traditional advertising, Olaplex is launching a pop-up called “Olaplex Bond House” where consumers can:

• Get a digital hair analysis
• Receive expert advice
• Experience an Olaplex service
• Step into a photo moment designed to immerse them in the campaign

This multi-sensory approach creates deeper brand connections than any advertisement alone could achieve.

What Olaplex is doing brilliantly here is shifting from “what our product does” to “how our product makes you feel.” They’re not abandoning their science credentials – they’re building an emotional layer on top of that foundation.

Ask yourself:

• What emotional benefit does your product or service deliver?
• Are you communicating that benefit effectively in your branding?
• Does your visual identity evoke the feeling you want associated with your brand?

Remember: people buy with emotion and justify with logic. Your brand needs to speak to both.