Olaplex Launches Professional-Only 4-in-1 Moisture Mask
New Olaplex Backbar Product Launch: 4-in-1 Moisture Mask
For the first time since the launch of OLAPLEX No.1 and No.2 in 2014, OLAPLEX today released a new backbar product. The OLAPLEX 4-in-1 Moisture Mask, available only to professionals via the OLAPLEX Pro App, is part of the PRO-Rx line of OLAPLEX products—and BTC has all the deets from OLAPLEX CEO JuE Wong.
What is the OLAPLEX 4-in-1 Moisture Mask?
A moisture mask was the most requested product from consumers and stylists, JuE said, spurring the release of the OLAPLEX No.8 Bond Intense Moisture Mask in the spring of 2021. The pro-only 4-in-1 Moisture Mask builds on the technology in the No.8 mask, with some key differences.
The retail No.8 mask includes a concentrated reparative system and ingredients found in high-end skincare products, such as ceramides, oils and amino acids to add shine, smoothness and body. The professional version of this mask, the 4-in-1 Moisture Mask, takes the No.8 formula and ramps it up, with even more highly concentrated levels of these ingredients.
All OLAPLEX products contain Bis-Aminopropyl Diglycol Dimaleate (aka the ingredient that repairs bonds, is exclusive to OLAPLEX and created the bond building category), but the addition of these highly moisturizing ingredients to the 4-in-1 Moisture Mask take the reparative properties a step further.
“We’re one of the few brands that do clinical tests,” said JuE. Those tests revealed that the 4-in-1 Moisture Mask provides 84% more smoothness, 94% more body, 74% more moisture and 84% more shine—all in a 10-minute post-chemical treatment moisture service.
The word “moisture” is key in this product, also making it different from the No.2 Bond Perfector. While No.2 is a type of pro-only treatment, it’s based on OLAPLEX’s core technology—that ingredient we mentioned that makes OLAPLEX a bond builder. No.2 is focused on repair, while the 4-in-1 Moisture Mask not only repairs, but adds moisture and other benefits, making it ideal for clients with more severe dryness and damage.
Why is the 4-in-1 Moisture Mask for pros only?
“We’re a pro brand first and last,” JueE said. “The pro community made us, they stand with us, they stand by us and we continue to stand with them. We didn’t want to just add another backbar sku—we wanted to add value. That’s why the 4-in-1 Moisture Mask is calibrated by the number of uses. Every mark represents a service revenue.”
Each bottle of the 4-in-1 Moisture Mask has up to 140 uses. At a $25 charge per add-on service, one bottle of the mask could represent $3,500 in additional revenue. Pros can complete the treatment in the salon, then retail No.8 as the take-home version to their clients.
“It’s kind of like the dentist,” JuE said. “You brush your teeth at home, but you still need to see the dentist for the professional cleaning.”
It’s this “prescriptive” ideology that guides OLAPLEX in the products it releases for licensed cosmetologists, now known as the PRO-Rx line. “Hair pros know their clients and their business, and we want to help their relationships flourish,” JuE said. “They have to go to school for 1,600 hours to get their license. If that’s not prescription-grade, I don’t know what is.”
Launching an in-salon product after a pandemic year will drive business back to the salon, said JuE—and that’s why all of OLAPLEX’s retail products include in-salon awareness.
For example, with the launch of OLAPLEX No.0 in July 2020, marketed as the “primer” to an OLAPLEX No.3 treatment, the retail kit included a call to action for consumers to contact their nearest salon pro for an OLAPLEX Standalone Service. “That’s driven an increase in our Standalone Service and revenue to the pro community,” JuE said.
How is OLAPLEX helping salons recover after COVID-19?
The brand launched an affiliate program in the early days of the coronavirus pandemic, offering a 35% commission rate for pros retailing through the program. In the first 60 days, retail sales generated over $1.5 million, with 35% of that—about $525,000—going back to salon pros.
Both of the brand’s products released in the past year (No.0 and No.8) were intended to drive consumers back to salon chairs for in-salon services. “The pro community gives us credibility,” JuE said. “The center of the universe is the pro.”
The OLAPLEX Pro App, also released during the pandemic, allows pros to dive deeper into the world of OLAPLEX, including getting OLAPLEX-certified, learning from exclusive education and shopping OLAPLEX products. Plus, the app features work from stylists who tag @OLAPLEX on Instagram.
What are the OLAPLEX Pro Artist Awards?
JuE knows that pro stylists are Instagram power users, and the brand’s marketing efforts have always revolved around sharing the work of stylists who use OLAPLEX products. To celebrate this work, the brand started the OLAPLEX Pro Artist Awards, a competition for licensed professionals, students and apprentices in the U.S. and Canada. Here’s how it works:
- Participants post their work to Instagram and tag one of the seven contest categories from now until Sept. 25, 2021.
- OLAPLEX Ambassadors and the public will vote on their faves, announced during a live virtual awards ceremony in December.
- Winners get an OLAPLEX prize pack and OLAPLEX swag, plus a grand prize winner from each category will get an all-expenses-paid trip to LA for education with OLAPLEX Ambassadors!
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What other new products can we expect from Olaplex?
The brand has a product development cycle through 2024, and JuE gave us some sneak peeks into what pros can expect. “Anything we launch from now through 2024 will complement the wellness space for hair health, like addressing the root cause of damage and why hair, through stress and environmental factors, is thinning or losing luster,” she said. “It’s like skincare—if you don’t treat the symptoms, you can never have the best skin.”
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