Olaplex
The Challenge
Bond Shaper was Olaplex's first product designed specifically for curly hair: a meaningful expansion into a community that is vocal, discerning, and not easily won over by traditional launch formats. A press presentation wouldn't cut it. Neither would a demo that felt staged.
The Insight
Curl culture is peer-to-peer. The most credible introduction wasn't going to come from the brand. It was going to come from creators using the product in real time, in front of each other. We designed the launch to make that happen naturally.
The Experience
A salon-inspired environment where the product was the main character. Live demonstrations ran throughout, not as scheduled presentations but as active, ongoing moments guests could engage with on their own terms. Content opportunities were built into the space, so what creators made felt true to the environment rather than extracted from it. Professionals and consumers had the same access, which was intentional: credibility flows when both groups are in the room together.
The Impact
Millions of organic impressions through influencer content. Earned media across major beauty outlets. Measurable retail follow-through, with booking interest and product demand increasing at retail partners in the weeks after the event. Zero-waste catering, with all leftover materials composted locally.