Kristyn Sanchez
10/22/2021
Advertising and Promotion
Essay 1
Olaplex is a revolutionary professional haircare brand which has brought its name to
fame with its patented ingredient which rebounds hair breakage. Olaplex can be purchased online
at olaplex.com, and at various online and retailors. Olaplex is a brand that many have a high
level of loyalty to, not only to their trustworthy products, but their new innovations of haircare
products that they continue to come out with. Olaplex has been highly rated over social medias
which has helped bring its name to such fame, and be very trusted in the beauty community. The
rise of tik tok has brought many product reviews which fortunately for olaplex, their products
were in many tik tok and YouTube reviews, which is great free promotion for Olaplex products.
The Olaplex official Facebook page has around 1 million likes and 1 million followers.
The page contains a lot of the same content seen on the other social medias. The posts have a
very low engagement ratio with the average post having 100 likes, which is extremely low, while
having 1 million followers. The demographics of Facebook is 80% individuals 55+, and teens are
only 25%. This can be the explanation of the low engagement. Since tik tok is what brought
Olaplex to its fame, the average age range of the users of Olaplex is 17-30. Most people in this
age range have Facebook, but are not active. I believe this is one of the reasons for having the
Facebook, to see their target audience, since Facebook has a very distinct user age. I believe
another reason for the Facebook is to enhance brand image and effective customer service. When
entering Olaplex’s Facebook page, a bot comes up to answer questions about the products and
make recommendations. This bot solves problems, provides information, gives insight into
product usage, creates online interactions, and impacts brand perspectives.
Instagram is a major social media for many brands including Olaplex. Since
Instagram targets the young female users, which is the majority of Olaplex’s users, it is no
surprise that Olaplex has 2.2 million followers. The engagement on the post is much higher, with
