OLAPLEX is one of the most duped hair care brands on TikTok (with creators posting content generating 30.4M views of the hashtag #OLAPLEXDUPE). The hair care brand has launched its newest marketing campaign for a "new" product called OLADUPÉ. The campaign has only been in market for a few days but already has over 5.5 million views of the hashtag #OLADUPE.
OLAPLEX, with 3 billion views for #OLAPLEX on TikTok, joined the narrative around dupe culture with a playful campaign led by education. Using social listening tools, the brand identified how often it was being duped and launched OLADUPÉ to show consumers that the only company that could actually dupe OLAPLEX, is OLAPLEX itself.
On September 25th the brand launched its fictitious OLADUPÉ product with an unboxing campaign featuring about 100 earned and paid influencers including Lelani Green, Yesly Dimate, Shae Alexis, and Audrey Boos. Influencers included representation from the global hair care professional and consumer communities, along with celebrity ‘duper’ Taylor Madison. While the OLADUPÉ product’s label looked very similar to OLAPLEX, it was clearly marked OLADUPÉ “No. 160” (as an homage to OLAPLEX’s 160 patents).
Consumers were driven to Oladupe.com, where the first 160 people to register were sent a free bottle of OLADUPÉ (actually a bottle of OLAPLEX No. 3, revealing that OLADUPÉ was a dupe all along). The influencers and professionals later shared that OLADUPÉ No. 160 was actually the OLAPLEX No. 3 Hair Perfector all along.
“OLAPLEX is the real deal, a brand that is truly "undupable," and the foundation of this is our underlying technology, which is peerless in the industry, OLAPLEX is known by consumers and the industry as a socially native brand. This campaign tapped into the cultural zeitgeist, meeting consumers where they are and playfully educating them on the one-of-a-kind and proven repair and strengthening benefits of our bond-building technology, which cannot be copied or duped.”
— JuE Wong, Chief Executive Officer of OLAPLEX.
“Driven by our reach on social media and the unique relationship we have with our community, we felt compelled to actively insert ourselves into the conversation that was happening around dupes," added Charlotte Watson, chief marketing officer of OLAPLEX. "While imitation is the highest form of flattery, we wanted to have fun with the fact that the OLAPLEX brand can be imitated but never replicated.”
"We're thrilled to partner with OLAPLEX on this industry-first campaign that authentically puts OLAPLEX directly into the middle of the social media conversation around their undupable product," said Geoffrey Goldberg, CCO and co-founder of Movers+Shakers. "OLADUPÉ was created to prove that there's no real 'dupe' for the real thing.”
OLAPLEX No. 3 Hair Perfector (100 mL /3.3 fl oz.) retails for $30.00 USD at olaplex.com, professional salons, and select retailers nationwide.
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