If you’ve ever found yourself in #HairTok, the side of TikTok where users, both hair stylists and hair fans, share their tips and tricks on keeping their tresses top notch, you’ve probably seen plenty of videos praising the powers of Olaplex. Now, the brand is hoping to strengthen its credibilitity with the launch of a new app for its network of salon professionals.
The app, which is meant to serve as a hair stylist’s main source for information on the brand, could cater to an eager audience. The seven-year-old company’s products are currently used by nearly half a million hairstylists across the nation, making it the brand’s largest sales channel. Despite the struggle of selling through salons during the pandemic, Olaplex doubled its overall sales in 2020. On TikTok, #olaplex boasts 141.2M views while #olaplextreatment clocks in at 12.2M views and several other variants of the words rake in more still.
That said, it makes sense that key features of the app include an online certification to use Olaplex products, an Ask a Pro instant messaging feature to connect with other Olaplex professionals, and a hair health diagnosis tool— all features that could serve to answer questions most people have for a hairstylist when they come to the salon. This makes sense given the hairstylist community that currently thrives on TikTok and the clout this community has given to Olaplex. That said, the brand may want to add a more visible layer of proefessionalism to avoid being known as just another viral product on TikTok and perhaps. This missing aspect may also be what’s contributing to Olaplex’s current up-and-down in Gartner’s Digital IQ Index: Hair Care & Color.