Olaplex, the renowned bond-building hair care brand, has unveiled a bold rebrand, marking a new chapter with a renewed focus on scalp care. The company, which has long been known for its category-creating science, emphasized its commitment to innovation, inspired by professional stylists, with a refreshed visual identity and dynamic digital presence.
Amanda Baldwin, CEO of Olaplex, shared that the rebranding is a reflection of the brand’s confidence in its legacy and its forward-thinking approach. “We believe that it is a true expression of the confidence in our heritage, our bold approach to innovation, and our passion for the creativity of the professional community,” Baldwin explained. “It is a reflection of not only who we’ve always been, but also an introduction to our future.”
The rebranding includes the launch of the No.0.5 Scalp Longevity Treatment, a product aimed at promoting long-term scalp and hair health. Olaplex claims that when combined with the No.3 Hair Perfector, the duo works to enhance hair health from root to tip.
“We’ve always built bonds and broken barriers,” Baldwin added. “This new chapter is about living up to the extraordinary innovation that has always defined us. Our products are not only capable of repairing and transforming hair in the most extreme circumstances, but it’s their ability to deliver foundational hair health and lasting results that makes them truly breakthrough.”
The launch follows a period of challenges for Olaplex, including declining sales and increasing competition from brands like K18 and Redken Bonding. The company also faced negative publicity, including a class action lawsuit that alleged its products caused hair loss, a claim that Olaplex has firmly denied. Despite these challenges, the brand’s latest efforts reflect its dedication to both restoring its reputation and continuing to push boundaries in the hair care industry.
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