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Olaplex's Bold Rebrand Puts Scalp Health Front and Center | Untangled Newsletter

PLUS: Gillian Anderson Named L’Oréal Paris Global Ambassador

Author

Zihan Lyu
February 27, 2025 • Estimated Reading Time: 8 minutes

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Welcome to Untangled, your essential newsletter for haircare eCommerce professionals.

The Growth Hack 🔥

@clickz_official

🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more

Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.

With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.

Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.

Sector Spotlight 🎥

BEAUTY INDUSTRY

Actress Gillian Anderson joins L'Oréal Paris as a global ambassador, driving the Age Perfect campaign aimed at empowering women over 50 to defy age stereotypes. Her involvement highlights the brand's commitment to celebrating mature beauty.

RETAIL EXPANSION

Jupiter enters Target's mass-market with six scalp care products, aiming to challenge industry giants amid a growing dandruff market. By reducing prices and enhancing product appeal, Jupiter seeks to attract female consumers overlooked by competitors. This expansion could position Jupiter for significant market impact and increased sales profitability.

BEAUTY BRANDING UPGRADE

Olaplex's CEO, Amanda Baldwin, is redefining the brand by reworking its visual identity, emphasizing professional channels, and introducing innovative products. The new No.0.5 Scalp Longevity Treatment showcases the brand's holistic approach to hair health, aiming for a broader industry impact and strengthened market positioning.

BOTANICAL REVOLUTION

In 2025, hair care pivots to botanical oils and Ayurveda, driven by eco-conscious consumer trends. Argan and coconut oils offer biodegradable nourishment, simplifying routines. Ancient Ayurvedic practices reveal untapped market potential. This evolution empowers professionals to harness sustainable innovation, enhancing brand resonance and consumer engagement.

EXPERIENTIAL MARKETING

Creme of Nature's event celebrated Black beauty, intertwining heritage with modern marketing. Co-hosted by Keke Palmer, the event spotlighted historical roots and shared an empowering message. With immersive experiences and BIPOC vendors, the celebration offered insight into the power of cultural narratives in brand storytelling and community engagement.

Influencer Corner 📣

Barry Hott on LinkedIn: Make beautiful ads! Seriously. If your brand is at significant scale, you should invest in polished, high-production ads!

Yes, I, the "make ugly ads guy" am saying you can go make pretty ads and run them on TV, YouTube, or other placements where consumers want and expect to see that style of content (or where they can't skip it 😅) and it will probably benefit your business significantly...

BUT do not expect them to perform well or be relevant to your audiences on TikTok or IG/FB, especially not as an ad.

Attending eTail Palm Springs?

Performance Pulse 📈

AD PLATFORM EVOLUTION

Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.

"It's great to see the general shift from the old and fundamentally broken way of doing measurement - user level and cookie-based MTA, towards a machine learning probabilistic approach"

DIGITAL MARKETING EVOLUTION

The seismic shift in advertising is unlocking new avenues through AI-driven, hyper-personalized strategies, as highlighted by JGroup's Imad Jomaa. Embracing AI, big data, and automation enables brands to craft predictive, tailored experiences that optimize ad spend and elevate consumer engagement.

ECOMMERCE INNOVATION

Amazon's AI-driven advertising platform is transforming how brands engage consumers in eCommerce. Innovations like automated bid adjustments, data-driven keyword targeting, and predictive budget allocation boost ad spend efficiency. As AI advances, ethical considerations remain. Yet, marketers who embrace these tools can significantly enhance brand presence and consumer engagement by 2025.

DIGITAL BRAND STRATEGY

The creator economy's evolution offers valuable lessons amid TikTok's volatility. Influencer marketing is set for growth, as creators pursue impactful feedback and enduring brand alliances. Diversification across platforms is essential, fostering resilience and innovation. Anticipate AI's increasing significance in campaign strategies, optimizing brand integration and engagement opportunities in digital landscapes.

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