In a world captivated by TikTok’s dupe culture, the premium hair care brand Olaplex took center stage with a marketing campaign that not only turned heads, but brilliantly showcased the unreplicable quality of their products.
On September 25, Olaplex orchestrated a brilliant marketing maneuver with the assistance of over 100 TikTok influencers. The brand launched an engaging unboxing campaign, introducing a seemingly new product named Oladupé to the eager TikTok audience. However, here’s the twist – Oladupé was actually a cleverly repackaged bottle of Olaplex’s renowned No. 3 product.
This creative charade was designed to playfully address the frequency with which Olaplex is imitated on TikTok, where the hashtag #Olaplexdupe had already garnered a staggering 30 million views. The campaign’s primary objective was to not only entertain but also educate TikTok users about the unparalleled quality of Olaplex’s products.
Adding an extra layer of intrigue, consumers were directed to a seemingly authentic site, Oladupe.com, where the first 160 visitors had the opportunity to secure a free bottle of Oladupé.
A few days following Oladupé’s initial debut, Olaplex revealed the truth behind the faux product through additional influencer content and a video shared on both the brand’s Instagram and TikTok.
The post notably featured video of Olaplex’s CEO, JuE Wong, who emphatically asserted that nobody can replicate the brand’s “patents, ingredients, or bond-building technology.” But the real revelation came when the deepfake version seamlessly transformed into JuE Wong herself. This ingenious maneuver emphasized how, in a world filled with imitations, falling for a dupe can be surprisingly easy.
By the close of the day on October 4, the Oladupé campaign had amassed a remarkable 20.1 million impressions and garnered 24 million views of the hashtag #Oladupe.
This campaign underlines the power of authenticity and uniqueness in marketing, and serves as a reminder that true greatness cannot be imitated.
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