A brief story of how a brand handled the #dupeculture as Olaplex introduces the Oladupe marketing campaign. The all-time greatest dupe campaign.
Let me begin by describing what a ‘Dupe’ is. Dupes are things that appear and feel like high-end products but cost a fraction of the price. Duplicates are positioned as “alternatives” to the original offering. Most time people capitalise o n the hype around a brand and want to pay less to get same value. Another brand I loved here
introduces the Oladupe marketing campaign. The all-time greatest dupe campaign.
Let me begin by describing what a ‘Dupe’ is. Dupes are things that appear and feel like high-end products but cost a fraction of the price. Duplicates are positioned as “alternatives” to the original offering. Most time people capitalise o n the hype around a brand and want to pay less to get same value. Another brand I loved here
Olaplex is a leading hair treatment brand that just launched the ‘Oladupe campaign,’ which is both interesting and controversial. It was primarily intended to prevent the selling of counterfeit products advertised on social media.
Olaplex built the unreal Oladupe.com website with the goal of marketing the dupe product Oladupe No.160”. The dupe product is claimed to be a knockoff of Olaplex’s Hair Perfector No. 3, however when you click on buy, you are sent to the Olaplex website and offered
Olapex addressed the tendency of #dupeculture, to which tiktokers have gotten addicted. They raised awareness and underlined that, while dupes are inexpensive, they are not the same. This was a bold and unusual move. Tiktok was used to organise and dismantle information in order to reach the intended audience.
Some important takeaways from this advertisement include that influencers and technology played a significant impact in how rapidly the Tiktok campaign spread and took off.
This timeliness and information shared on their Tiktok platform connected them directly with the consumers, keeping them close to their hearts and giving them a voice to address their customers directly and build trust.
Last year, Olapex was involved in a litigation, which had a detrimental impact on sales.
What lesson did you learn and please leave a comment to share your thoughts?
