Olaplex is launching Lash Bond Building Serum, the brand’s first product outside of traditional hair care treatments, stylers, and cleansing products. It retails for $68 and will be available Friday at Sephora and Ulta Beauty.
“We are launching this across all of our partnerships at the same time,” Watson continued, “Olaplex,In 2022, the company’s professional channel grew 16 percent to $300.5 million in sales. At that time, the brand anticipated a 41 percent sales decline in the first quarter, with a boost to comeThe brand aims to message around Lash Bond’s claims as part of its marketing strategy.
Olaplex experienced a rapid rise after its launch in 2014, but has estimated overall sales will decline year-over-year by 15 percent in 2023. The company faces macroeconomic pressures, a lawsuit from consumers alleging its products have damaged their hair and media attention around product safety. Lash serums are also among the most requested products from the brand’s loyalists, Wong said. “The number-one reason people come to Olaplex is because of trust. The one thing they asked for outside of hair products was a lash problem, so they make the association that we can play in that space,” she said.
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