Dive Brief:
- Olaplex has teamed with “Saturday Night Live” star Chloe Fineman for a new campaign, “Science Never Looked So Good,” that launches today and is timed to the launch of its No.3Plus hair product, per details shared with Marketing Dive.
- Fineman stars as the brand’s Chief Hair Officer in a 45-second spot that welcomes viewers to the Olaplex lab, “where great hair days don’t just happen,” before breaking down the formula behind the bond repair treatment.
- The campaign, created with agency Mother, spans social media, TV and out-of-home channels. The latest move from Olaplex follows a brand refresh and campaign last April that marked a departure from past marketing.
Dive Insight:
Olaplex is blending science with style for its new product launch and campaign. The effort represents the brand’s most recent attempt to use entertainment to help explain its science-backed approach, with past campaigns riffing on dupe culture and enlisting celebrities like “Bridgerton” star Nicola Coughlan.
Key to the latest campaign is a 45-second hero spot, “A Film About Science,” which guides viewers through a futuristic lab marked with Olaplex branding — including its new Olaplex red brand color — alongside Fineman. The spot introduces No.3Plus as a product that can repair three bonds in the hair’s structure during its three-minute application process, promising three-times stronger hair after one use.
The choice to leverage Fineman was informed by her status as a longtime fan of the brand, having used the product while working with stylist and Olaplex ambassador Jacob Schwartz. The star’s comedic approach is also intended to offer some relief from topics that could be viewed as mundane. For example, Fineman breaks down what hair bonds are while still folding in her sense of humor within the campaign spot, explaining the need for No.3Plus by asserting that every time you color, heat, style or “just exist,” the bonds in your hair break.
The campaign follows a brand refresh last year intended to help Olaplex resonate with both professional stylists and everyday consumers. The redesigned logo includes its existing font system, but swaps previously all-capitalized letters for text meant to feel calmer on the eyes. Olaplex red is meant to signify the passion of the professional. Accompanying the refresh was a multichannel “Designed to Defy” campaign showcasing how its science-backed hair products can overcome damage.
The “Designed to Defy” campaign was also the first creative work under CMO Katie Gohman, who joined the team in July 2024. Olaplex, founded in 2014, was originally marketed to professionals and didn’t enter consumer channels until 2018.
Olaplex reported a net sales decrease of 3.8% in Q3 2025 to $114.6 million, per an earnings statement. Net sales decreased 14.6% in the U.S. during the period, but increased 7.1% internationally. The company will report its Q4 and full-year 2025 earnings on March 5.
