/ CASE STUDY
Olaplex
CELEBRATING NINE YEARS OF BOND-BUILDING INNOVATION WITH A COAST-TO-COAST BRAND TAKEOVER
01 / THE OPPORTUNITY
As Olaplex approached its ninth anniversary, the brand wanted to celebrate its pioneering role in bond-building haircare while reconnecting with its community. The opportunity was to spotlight the science behind its products, build excitement and encourage discovery and trial.
02 / THE OPPORTUNITY
We transformed National Olaplex Day on June 25 into a multi-city birthday celebration, bringing the brand directly to consumers in New York, Los Angeles and Chicago.
Branded vehicles and pedicabs in Olaplex's signature colors created high-visibility sampling moments near key Sephora and Ulta Beauty locations, turning everyday shopping destinations into opportunities for product discovery.
To extend the celebration beyond the streets, we created custom birthday mailers featuring No.3 Hair Perfector, celebratory collateral and a birthday cake, delivered to 80 US-based beauty editors and influencers.
03 / THE IMPACT
The campaign brought Olaplex's anniversary to life across three major US markets, combining consumer sampling and retail visibility with targeted media and influencer outreach.
With 80 custom mailers delivered to editors and creators, the celebration extended beyond the physical activations, creating opportunities for social storytelling and renewed engagement with the brand's bond-building heritage.
Executed in partnership with BMF
