Olaplex announced the launch of its first-ever multi-channel brand creative campaign: “Designed to Defy.” The campaign captures the brand’s refreshed identity and mission—”how we innovate, what we stand for, and why we lead.” 

This brand campaign builds on Olaplex’s recent announcement unveiling its new vision, this campaign amplifies the brand’s commitment to foundational hair health rooted in its legacy of category-creating science. 

The campaign video features actress and Bridgerton star Nicola Coughlan, Creative entrepreneur and media personality Jenna Lyons, and Olympian sprinter/hurdler Sydney McLaughlin-Levrone. 

The film showcases a series of aspirational vignettes all grounded in the authentic moments with the talent’s personal hair stylist, capturing the confidence that comes with a radiant healthy hair day. 

Stylists featured in the film include Halley Brisker, Jenna Perry, and Naeemah LaFond, who are all part of Olaplex’s Pro stylist community and ambassador program.

Amanda Baldwin, CEO of Olaplex, said, 

“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… This campaign brings that fearless spirit to the forefront, reaffirming Olaplex as the brand that shows incredible style and healthy hair can coexist.”

To amplify this campaign, Olaplex launched the Bond House Pop-Up, starting in New York. 

Attendees will step into the campaign’s world via a unique, personalized experience aimed at enhancing both confidence and hair health. 

Guests will receive cutting-edge digital hair analysis, with expert stylists offering customized recommendations. 

Olaplex partnered with creative agency Droga5, part of Accenture Song, to develop and launch Designed to Defy. 

The campaign was made in partnership with Stadium and directed by Samy Mosher, with cinematography by Madison McKamey, editing by Matt Schaff of Cabin, color by Dante Pasquinelli, and sound design by Chris Afzal of Wave Studios.

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