Haircare brand Olaplex has unveiled a multichannel campaign, “Designed to Defy”—a reinvention of its science-backed products designed to overcome everyday hair damage.
Launched on April 2 in collaboration with creative agency Droga5, the campaign brings together women including Bridgerton star Nicola Coughlan, fashion icon Jenna Lyons, and Olympic champion Sydney McLaughlin-Levrone. They’re joined by their personal hair stylists, chatting about how they approach their unique looks.
Beyond the TV and online spots, the campaign expands into out-of-home ads and immersive pop-up experiences, aiming to invite both pros and everyday consumers into the Olaplex world.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- Second-by-second trace reflects stronger engagement among female viewers of “Designed to Defy” as expected; however, the extended flat level indicates opportunity for the shorter form cuts for more succinct messaging:
- While attempting to connect emotionally, the :40 spot did not yield that result at a strong level. Comments from younger female viewers indicate that the diversity in models and hair color, texture, length (etc.) were very effective, but for some, the product was largely missing from the ad.
- 22% of women 16-49 described themselves as unfamiliar with the brand while another 37% were considerers with no prior experience. As such, a better balance between message and product could make a big difference.
- While attempting to connect emotionally, the :40 spot did not yield that result at a strong level. Comments from younger female viewers indicate that the diversity in models and hair color, texture, length (etc.) were very effective, but for some, the product was largely missing from the ad.
Sample comments from women 16-49 on “Designed to Defy” :40
“I liked this ad because the women featured in the ad were extremely beautiful and the perfect picks to grab your attention. The visual scenes are perfect, constantly focusing on the product and telling you what it does indirectly. I would say that’s the only thing that could be fixed for people watching this without knowing what Olaplex is. I wouldn’t know exactly what it does, just the general idea that it helps hair.”
Female 16-20
“I like the ad, but it had very little information on the product it was advertising.”
Female 21-35
“I love it, the music was nice, the diversity of people in the ad was lovely, especially since it was something for hair (shows different hair types), and it made me curious about the product.”
Female 16-20
“This ad did not make any sense to me at all. I did not understand the meaning behind the ad so I would give this ad a thumbs down.”
Female 36-49
“The ad is very inspirational. It sends out a message. I use Olaplex on a daily basis and it’s so good, especially for thick-hair girls. All those products are chef’s kiss😘.”
Female 16-20
“Wasn’t telling much about the product so it was confusing.”
Female 21-35
“I love that Olaplex is representing beautiful, diverse women, healthy and radiant hair across every texture and tone.”
Female 36-49
- As is, 55% of women under 50 viewing the :40 reported positive consideration after a single exposure (to meet hair care one-year advertising norms)—but only about 60% were able to recall Olaplex on an unaided basis immediately after seeing the spot:
- One-third in this female audience reported that the branding went by too quickly, was not recognized, and/or was not remembered—an opportunity for Olaplex to address via quick edits.
- Shorter forms could also allow for a perception of higher brand presence; however, opening and/or continuous corner logos as well as an end card with a clear hair care presentation/lineup could also be considered.
- Viewers often do not ingest branding on product packaging as their attention is typically focused on the actors/action in the ad.
- One-third in this female audience reported that the branding went by too quickly, was not recognized, and/or was not remembered—an opportunity for Olaplex to address via quick edits.
- The new spot’s strengths were based in the new (Change) Information presented in the ad (reflecting the new nature of the brand to a portion of women) and the relatability of the message:
- That message stood as the singular most compelling aspect of the creative to the female audience, at a rate above the average hair care ad (a positive nod to the new strategy).
- While a recent Pantene ad was music-forward, the product itself was also more present vs “Designed to Defy,” and led to higher overall intent among females:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: Droga5