Olaplex has always had science on its side. With patented bond-building technology and a die-hard base of stylists and beauty pros, the brand has earned its reputation as a go-to for serious hair repair. But lately, something has shifted—and not just in product formulas or packaging. There’s a deeper change happening, one that moves beyond the salon chair and into something far more human. That shift? Emotionally-led branding.
This time, it’s not just about hair. It’s about identity. About confidence. About the quiet power that comes from walking out the door and actually feeling like yourself. And that’s what Olaplex tapped into with its new “Designed to Defy” campaign—a multichannel refresh that’s redefining how beauty brands connect with their audience.
The campaign’s starring faces—celebrities, Olympians, and industry veterans—don’t just show off healthy hair. They show what it means to own who you are, defy what’s expected, and move through the world with presence. It’s a message that goes well beyond product features and into the realm of belonging and belief.
Stepping away from the lab coat and into real life
For years, Olaplex was positioned as the smart, science-forward solution for damaged hair. Its roots in chemistry were clear, and that worked—especially in the professional space. But something was missing. Even with a loyal customer base and solid brand recognition, it lacked that emotional spark, that story people could see themselves in.
Now, with emotionally-led branding guiding its refresh, the brand is reaching people in a different way. Instead of sterile pack shots and technical language, Olaplex is showing movement, touch, transformation. Healthy hair becomes a symbol of inner power—not just a result of molecular repairs.
When Nicola Coughlan’s stylist says “With hair this healthy? You can do anything,” it isn’t just a throwaway line. It speaks to what Olaplex is really selling: confidence. Possibility. That little edge that can shift your day. It’s not the hair that changes you, but how the hair lets you show up.
And that’s what makes emotionally-led branding such a powerful tool—it meets people where they are, not just with facts, but with feeling.
Emotionally-focused branding is the bridge from product to people
What Olaplex has done well is create a brand moment that feels lived-in. This isn’t just a rebrand—it’s a repositioning of the entire customer experience. From the updated typography and warmer visuals to the movement-filled campaign video, everything feels intentional. Not polished in a cold, corporate way—but thoughtfully composed to stir something real.
And it’s working. The campaign isn’t only living on screens—it’s showing up in person. The Olaplex Bond House pop-up in New York took the brand’s promise of transformation and turned it into a real experience. Guests got custom hair scans, stylist consultations, and a photo moment that pulled them into the narrative. This isn’t just selling a product—it’s inviting people to become part of something.
If you’re a brand builder, entrepreneur, or marketing leader, take note: emotionally-led branding isn’t about surface-level sentiment. It’s about digging into what your product allows people to do or feel, and building a story around that transformation.
What other brands can learn from this emotion-first strategy
So, what makes this campaign something other brands should pay attention to?
First, it’s a reminder that emotionally-lfocused branding doesn’t mean ditching your credibility. Olaplex didn’t abandon its science. Instead, it layered human connection on top of it. Stats still back the products. Patents still matter. But now those elements serve a bigger story.
Second, the campaign shows the importance of honoring both your core audience and your growth market. This wasn’t just made for pros or influencers. Everyday consumers are now part of the Olaplex world—through storytelling that reflects the diversity and depth of real lives.
And third, it proves that emotional resonance isn’t fluffy—it’s strategic. According to a brand tracking study mentioned in their internal research, people loved the product, but didn’t necessarily feel something when they thought of Olaplex. That’s a gap they’ve now filled with a campaign that sparks connection and stays in the memory.
The emotionally-focused branding approach ties every element together: the refreshed logo, the color shift to passionate red, and the voice of the campaign. It says, “We know who we are. And we know who you are, too.”
Your brand can defy expectations, too
Not every company has the budget of Olaplex. Not every founder can launch a global pop-up in New York City. But the truth is, emotionally-led branding isn’t about scale—it’s about clarity.
You don’t need a celebrity ambassador to connect emotionally. What you need is a message that speaks to your audience’s real-life moments—the frustrations, hopes, and small wins that define their day. When your brand becomes part of that narrative, it earns trust. It earns loyalty.
As marketers, it’s easy to get lost in features, specs, and selling points. But when you build a brand that makes people feel something—really feel something—you move into a different category. You’re not just another option. You’re the one that understands them.
That’s what Olaplex has done with “Designed to Defy.” And whether you’re a beauty brand or a SaaS startup, the takeaway is the same: connection comes before conversion.
Emotionally-focused branding isn’t a trend—it’s a return to what a great marketing strategy has always been about. People, not just products.
FAQ’s
1. What’s emotionally-led branding in plain terms?
It’s about making people feel something real about your brand, not just understanding what it does.
2. Do you need a huge budget to use emotionally-focused branding?
Not at all — it starts with knowing your audience and telling a story they see themselves in.
3. How can brands use digital channels for emotionally-focused branding?
Create content that mirrors your audience’s real-life moments — then share it through channels where they already spend time (like socials, email, or video).