Olaplex recently took on the widespread issue of "dupes" on TikTok by launching a fictitious Oladupé product on the platform.
Unveiled beginning September 25, 2023 via an unboxing campaign with more than 100 earned and paid influencers, Oladupé No. 160 featured a label similar to that of Olaplex and was, in fact, the brand's No. 3 Hair Perfector pre-shampoo treatment. (The "160" number was a reference to the brand's patent holdings.)
Consumers were driven to Oladupe.com, where the first 160 people to register were sent a free bottle of the "dupe," along with the reveal of the product's true contents.
The program highlighted that Olaplex is the target of widespread dupe content; the brand reports that TikTok creators have posted content generating 30.4 million views of the hashtag #OLAPLEXDUPE.
In highlighting the importance of patented technology, Olaplex's own #OLADUPE hashtag has generated 4 million views as of press time. The brand's hashtag, meanwhile, has 3 billion views on TikTok.
“Olaplex is the real deal, a brand that is truly "undupable," and the foundation of this is our underlying technology, which is peerless in the industry,” said JuE Wong, CEO of Olaplex. “Our commitment to offering products grounded in solid technology assures unmatched quality and results, making Olaplex a brand that retains its uniqueness. Olaplex is known by consumers and the industry as a socially native brand. This campaign tapped into the cultural zeitgeist, meeting consumers where they are and playfully educating them on the one-of-a-kind and proven repair and strengthening benefits of our bond-building technology, which cannot be copied or duped.”