Olaplex · Beauty · DTC
A 100,000-strong fanbase, built on demand.
Creator-led community campaigns that turned launches into sell-outs.
93,879+
Fanbase built
4
Sell-out launches
11%
Engagement rate
8x
Earned vs. paid reach
Challenge
Olaplex needed to land in South Africa with cultural authority — not just paid impressions — and build demand that outlived a single campaign.
Approach
- ·Mapped a tiered creator network across haircare niches
- ·Produced platform-native content programs (not ads)
- ·Built an owned community space to retain audience
- ·Synced launches with retailer activations and PR
Result
A 100,000+ active fanbase, four sell-out launches, and an engagement rate three times the category benchmark.
Channel contribution
Where the growth came from.
Share of spend vs. share of contribution to outcome.
Timeline
Launch -2
Creator network locked
Launch
First sell-out in 72h
Month 6
100k community
Year 1
Four sell-out drops
"Pitch built us a fanbase, not a follower count."
— Brand Lead, Olaplex SA