Olaplex has unveiled a rebranded look and a new focus on scalp care.
The bond-building hair care brand said it is entering a “bold new chapter rooted in its legacy of category-creating science and inspired by professional stylists”.
This refreshed identity aims to promote the brand’s core values through “vibrant new visuals” and “a dynamic digital presence”.
“We want those two sides of our brand to come forward in our visual identity,” said Amanda Baldwin, CEO of Olaplex.
“We believe that it is a true expression of the confidence in our heritage, our bold approach to innovation, and our passion for the creativity of the professional community.
“It is a reflection of not only who we’ve always been, but also an introduction to our future.”
The overhaul has also seen the launch of the brand’s No.0.5 Scalp Longevity Treatment, which is designed to improve long-term scalp and hair health.
Olaplex claimed this can be combined with the No.3 Hair Perfector to “deliver lasting hair health from root to tip”.
“From day one, Olaplex has built bonds and broken barriers,” added Baldwin.
“This new chapter is about living up to the extraordinary innovation that has always defined us.”
She added: “Our products will repair and transform in the most extraordinary of circumstances but it is their daily power to build foundational hair health and deliver lasting results that makes them truly breakthrough and empower stylists and customers with the confidence that comes from truly healthy hair.”
The news follows a turbulent period for Olaplex, which has suffered from quarter-on-quarter sales slumps and lagging demand.
The company was dogged by increased bond repair competition from the likes of K18 and Redken Bonding, but also bad publicity.
This included a class action lawsuit alleging the company’s products cause hair loss, which Olaplex has vehemently denied.
Despite the court granting Olaplex’s motion to sever and dismiss the claims, the brand’s latest move serves as a new push to get back on top.