Based in New Hudson, Michigan, Larry Gaynor guides TNG Worldwide and delivers beauty and essential product manufacturing and distribution solutions. Larry Gaynor also writes on his blogs. One of the topics he wrote about brought focus to a success story amidst a challenging pandemic environment for salon professionals.
The sudden rise of the hair care company Olaplex, which surged ahead of Nexxus, Paul Mitchell, Matrix, and TIGI in cumulative valuation on the strength of $17 billion IPO, rested on the support of hairdressers. An article in the Observer placed credit for Olaplex’s success on social media currency, combined with pandemic-related consumer spending.
With TikTok and other platforms ensuring a rapid spread of marketing material, Olaplex was able to mimic the “salon experience” at a time when in-person visits were severely curtailed. Searching the hashtag Olaplex yields thousands of personal videos made by those who have achieved positive results with its products, whether through fuller hair growth or beard grooming.
Another aspect of robust growth in the premium hair care segment for Olaplex has offered a product uniquely applicable to consumers across ethnicities and hair types. With the company set to double its advertising spend in 2022, with a focus on influencers on social media platforms, Olaplex’s sustained success may point a way for other nimble, Internet-savvy salon products companies to thrive.
