Following its recent brand refresh, OLAPLEX is amplifying its commitment to foundational hair health with an exciting new campaign called Designed to Defy.
More than just a simple phrase, Designed to Defy highlights the brand’s innovative philosophy that fueled the creation of their groundbreaking and category-defining molecule that continues to transform hair health.
“When the industry said ‘You can’t do that with hair’, our patented bond building technology gave professionals the power to transform hair and consumers the freedom to style without limits,” said Amanda Baldwin, CEO of OLAPLEX. “OLAPLEX pushed past those boundaries, proving there are no limits to what hair care can achieve. This campaign brings that fearless spirit to the forefront, reaffirming OLAPLEX as the brand that shows incredible style and healthy hair can coexist.”
A Cinematic Celebration of the Power of Healthy Hair
OLAPLEX’s latest campaign launches with a brilliant short film that celebrates the true power of healthy hair. The brand tapped Bridgerton actress Nicola Coughlan, fashion entrepreneur and former RHONY star Jenna Lyons, and Olympian sprinter Sydney McLaughlin-Levrone, to share, through a series of aspirational vignettes, the confidence that comes from a healthy hair day.
Also featured in the spot are the star’s personal hairstylists—Halley Brisker, Jenna Perry, and Naeemah LaFond, who all are a part of OLAPLEX’s PRO stylist community and ambassador program.
Many of the stars featured in the campaign film have a special history with OLAPLEX. “I first started using OLAPLEX on the set of Derry Girls because, for continuity, I had to dye my hair much more frequently than I would in real life,” Coughlan says. “That’s when I was introduced to No. 3, and it quickly became a staple in my routine. I’ve been using it ever since!”
As for Olympian McLaughlin-Levrone, participating in the campaign served as an opportunity to truly celebrate her natural curls “The shooting of the campaign was really fun getting to show off my curls, something that I wasn’t always confident in growing up. It’s truly a joy to now embrace my natural hair and appreciate it for what it is,” she says.
McLaughlin-Levrone adds,“Feeling confident in my hair when I walk out the door every morning just gives me a sense of joy. Even if it’s not the most complex look, just knowing that my hair is healthy encourages me to attack the day.”
The OLAPLEX Bond House Experience
Beyond the film, OLAPLEX will be bringing the Designed to Defy campaign to life through OLAPLEX Bond House—a series of experiential events that will first be launching in New York. Through this unique, personalized pop-up experience, attendees will be able to step into the campaign’s world through an immersive journey designed to enhance both confidence and hair health. While in attendance, guests will be able to receive a cutting-edge digital hair analysis, with expert stylists offering customized recommendations. The experience will wrap in The Studio, where guests can step into the campaign for their own empowering photo-op.
To learn more about OLAPLEX’s Designed to Defy campaign, be sure to follow @olaplex on Instagram.
