Olaplex’s ‘Olaflex Challenge’ has racked up over three billion views on social media—with the #Olaflex hashtag reaching that number of views in just 72 hours.

The Olaflex challenge asks consumers to share their hair issues, challenging its loyal fans to share their wildest, craziest hair from the past—compared to their healthy hair today that they got by using Olaplex, using the hashtag #Olaflex.

Charlotte Watson, CMO for Olaplex, says, “TikTok is the perfect platform to engage with our loyal users, who’ve helped build our organic momentum on the platform, going from twenty-four million views to more than one billion in less than 30 months.”

Watson adds, “We view this challenge as a fun way to help educate on OLAPLEX’s original patented bond-building technology to relink hair bonds to repair and strengthen from the inside for healthier hair.” 

The campaign taps into the nostalgia trends that are gaining momentum on TikTok and will rally passionate salon professionals and consumers around the mutual fact that while everyone has made hair mistakes in the past, Olaplex has helped them on their journey to healthy hair.

Finding the Perfect Influencer Partner

Olaplex partnered with Felix Cartal, an EDM DJ and producer to create a TikTok original track for the campaign.

Cartal has two million Spotify followers and is known on TikTok for his unofficial remixes of popular TV show theme songs.

The brand selected Cartal due to his connectivity to pop culture and what is trending, as well as his incredible talent, creating positive and uplifting music. The original track follows his personal style as well as provides an upbeat and fun theme for the campaign.

Ross Wakeham, Group Vertical Director of Growth, Global Business Solutions, TikTok, comments, “We know music and sound plays a huge role on TikTok, so we loved getting to see the community co-create with the custom track Olaplex created with Felix Cartal.”

Wakeham continues, “From stylists to mother daughter duos, we saw over 400 creator videos made in a 3-day period to reach unique corners of the diverse hair community on TikTok.”

Leveraging Social Media

Olaplex  has a track record of user-generated content on TikTok from organic, authentic relationships with mega and micro influencers.

The #Olaflex TikTok challenge will be supported by over 400 influencers with the majority being micro influencers who will help amplify the campaign through their own original content, including Clara (@ClaraGrugz), Molly (@Scarlettohair) and Cyrus (@Cyrusveyssi).

Brand ambassadors Tracey Cunningham, Chad Kenyon, Christin Brown and others will also create content for the campaign.

Olaplex worked with integrated full-service social media agency Kubbco on this campaign.