Summary

OLAPLEX is the go-to hair product for many colorists seeking to keep a client's hair in excellent condition during treatments.

The brand was invented in a garage full of surfboards, lawn chairs, and lab equipment by two scientists in California who had never worked in the hair industry before.

I presented the concept that California garages are a well-known birthplace of innovation and that by refreshing the storyline and brand imagery, OLAPLEX would be aligned to Apple, Disney, Google, and others.

By further defining the user experience, we refined a new visual system and relative content to help share their California origins and advance the brand for 2020 and beyond.

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