Olaplex Dupes the Dupers on Tiktok with Oladupé
Grace Mahas — October 2, 2023 — Fashion
References: olaplex
OLAPLEX, a leader in the hair care industry, has ingeniously responded to the dupe culture with the launch of OLADUPÉ. Recognized for its pioneering bond-building technology and holding over 160 patents, OLAPLEX has been a frequent subject of "dupe" content on TikTok, garnering 30.4M views under the hashtag #OLAPLEXDUPE.
However, the brand's unique composition makes it irreplaceable. With the OLADUPÉ campaign, OLAPLEX humorously highlights that the only entity capable of creating an OLAPLEX dupe is OLAPLEX itself. The campaign involved an unboxing of the fictitious OLADUPÉ product by over 100 influencers. The product, labeled as OLADUPÉ "No. 160", was later revealed to be the renowned OLAPLEX No. 3 Hair Perfector.
"We're thrilled to partner with OLAPLEX on this industry-first campaign that authentically puts OLAPLEX directly into the middle of the social media conversation around their undupable product," said Geoffrey Goldberg, CCO and Co-Founder of Movers+Shakers. "OLADUPÉ was created to prove that there's no real 'dupe' for the real thing.”OLAPLEX No. 3 is available for $30.00 USD at various outlets.
However, the brand's unique composition makes it irreplaceable. With the OLADUPÉ campaign, OLAPLEX humorously highlights that the only entity capable of creating an OLAPLEX dupe is OLAPLEX itself. The campaign involved an unboxing of the fictitious OLADUPÉ product by over 100 influencers. The product, labeled as OLADUPÉ "No. 160", was later revealed to be the renowned OLAPLEX No. 3 Hair Perfector.
"We're thrilled to partner with OLAPLEX on this industry-first campaign that authentically puts OLAPLEX directly into the middle of the social media conversation around their undupable product," said Geoffrey Goldberg, CCO and Co-Founder of Movers+Shakers. "OLADUPÉ was created to prove that there's no real 'dupe' for the real thing.”OLAPLEX No. 3 is available for $30.00 USD at various outlets.
Trend Themes
1. Anti-dupe Trend - The dupe culture has given rise to an anti-dupe trend where brands create their own dupe products to outsmart imitators.
2. Unboxing Campaigns - Unboxing campaigns are becoming a popular marketing strategy for brands to create excitement and engage with consumers on social media.
3. Authentic Social Media Conversations - Brands are leveraging social media conversations to authentically connect with their audience and reinforce the value of their unique products.
Industry Implications
1. Haircare Industry - The haircare industry is witnessing disruptive innovation opportunities as brands respond to the dupe culture with creative campaigns and unique product offerings.
2. Marketing and Advertising Industry - The marketing and advertising industry can explore innovative strategies such as unboxing campaigns to create buzz around products and engage with consumers on social media.
3. Beauty Industry - The beauty industry can capitalize on authentic social media conversations to showcase the uniqueness of their products and build stronger connections with consumers.
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