Untangled | Pros Become The Battlefield: Olaplex Bets On Glamsquad

Untangled

Here's what's happening this week in the world of haircare eCommerce:
- Olaplex leans on Glamsquad to win back pros.
- Dry shampoo gets wearable, UGC-ready packaging.
- Pop Awards reveal culture-first playbooks winning attention.

📊 Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

PRO CHANNELS
Olaplex Partners With Glamsquad to Re-Engage Pros and Lift DTC

Olaplex is partnering with Glamsquad’s 1,000 freelance stylists across 18 US markets, seeding products and offering free in-home bond repair add-ons. As the bond category crowds, the brand is doubling down on salon influence—Q2 FY25 pro sales rose 12.1% and DTC grew 12.8% while specialty retail fell. Expect heightened competition for stylist mindshare and more pro-led education to drive retail conversion.

PRODUCT INNOVATION
Odele and Susan Alexandra Turn Dry Shampoo Into Wearable Sampling
Odele x Susan Alexandra’s limited 'Touch-Ups To Go Bag Charm Set' blends accessory culture with on-the-go dry shampoo. The format is a micro-merchandising play aimed at impulse, gifting and social virality—optimized for UGC and attach-rate lifts. Brands can test similar creator collabs to unlock high-visibility sampling without deep discounting.

⚡QUICK READS

TreSemmé’s “Get TF Out of Bed” tour challenges Gen Z’s “bed rotting” trend. Eventbrite pop ups, creator content and New York Fashion Week buzz put its A List Dry Texturizing Spray in the cultural spotlight. (More)

Glossy Pop Awards Signal What Cut Through In 2025: Benefit, Dove and TRESemmé score top honors—proof that culture-first campaigns and mass-premium storytelling are converting attention into measurable brand lift. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division