Olaplex: Leading experts in Pseudoscience.

Are Olaplex the first to make science look so good?

The hair care brand announced the launch of N0.3 PLUS, a renewed version of the existing ‘Hair Perfector’. Included in this bottle is a promise that science won’t fail you; a 3 minute treatment designed to repair damaged hair no matter how much heat, dye or styling it has been subject to. It works by repairing all three hair bonds from the inside out whilst not only strengthening, but helping to prevent future breakage of strands.

This campaign welcomes you into Olaplex’s laboratory starring Chief Hair Officer and SNL star Chloe Fineman. Fineman does a great job bonding (literally) humour and the brand's scientific authority in a well executed campaign, directed by Alfred Marroquin.

Through Fineman, Olaplex are able to make the science behind the brand more approachable for consumers like you and me. Are brands like Olaplex finally offering consumers an exit from traditional marketing techniques and products that ‘shine’, ‘restore’ or ‘define’? Not necessarily but they are definitely shifting the conversation.

What Olaplex does really well is sell expectations. Long are the days where consumers are buying into products that smell or look nice- they now expect proof that what is being sold to them truly works.

I say truly lightly; is anyone confident that this is scientifically proven or is it the scientific language that has you under spells?