Meet OLADUPÉ: OLAPLEX Dupes Their Own Product in Viral Campaign
Is OLADUPÉ The Best OLAPLEX Dupe of All Time?
ICYMI: OLAPLEX pulled off the ultimate dupe of all time this week with the launch of OLADUPÉ. As one of THE most “duped” hair care brands on TikTok (with creators posting content generating 30.4M views of the hashtag #OLAPLEXDUPE), the brand launched a campaign to get their message across: “With its patents, unique ingredients, bond-building technology, and effective results, it is literally impossible to ‘dupe’ OLAPLEX products,” they shared about the campaign.
With over 4MM views of the hashtag #OLADUPE in the first few days the campaign, here’s OLAPLEX, with 3 billion views for #OLAPLEX on TikTok—the brand joined the narrative around dupe culture with a playful campaign led by education. Using social listening tools, the brand identified how often it was being duped and launched OLADUPÉ to show consumers that the only company that could actually dupe OLAPLEX, is OLAPLEX itself.
On September 25th the brand launched its fictitious OLADUPÉ product with an unboxing campaign featuring over 100 earned and paid influencers (with more to come), including Lelani Green, Yesly Dimate, Shae Alexis and Audrey Boos. Influencers included representation from the global hair care professional and consumer communities, along with celebrity ‘duper’ Taylor Madison.
While the OLADUPÉ product’s label looked very similar to OLAPLEX, it was clearly marked OLADUPÉ “No. 160” (as an homage to OLAPLEX’s 160 patents). Consumers were driven to Oladupe.com, where the first 160 people to register were sent a free bottle of OLADUPÉ (actually a bottle of OLAPLEX No. 3, explaining the joke).
The influencers and professionals later shared that OLADUPÉ No. 160 was actually the blockbuster OLAPLEX No. 3 Hair Perfector all along. An award-winning and widely lauded pre-shampoo treatment that took the beauty industry and social media by storm, OLAPLEX No. 3 Hair Perfector is proven to repair and strengthen hair from the inside out. It is the holy-grail hair pick of hair care professionals and consumers.
Why OLAPLEX Can Only Really Dupe Themselves
“OLAPLEX is the real deal, a brand that is truly “undupable,” and the foundation of this is our underlying technology, which is peerless in the industry,” said JuE Wong, Chief Executive Officer of OLAPLEX. “Our commitment to offering products grounded in solid technology assures unmatched quality and results, making OLAPLEX a brand that retains its uniqueness.
“OLAPLEX is known by consumers and the industry as a socially native brand,” added JuE. “This campaign tapped into the cultural zeitgeist, meeting consumers where they are and playfully educating them on the one-of-a-kind and proven repair and strengthening benefits of our bond-building technology, which cannot be copied or duped.”
“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.”
For more info, visit OLAPLEX.com.
