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The campaign, now live across digital, CTV/OTV and OOH channels, is a cinematic celebration of hair health and self-expression.
April 6, 2025
By: Lianna Albrizio
Associate Editor
Olaplex has launched “Designed to Defy”—a bold new brand campaign that exemplifies the company’s recently announced vision and reinforces its commitment to innovation, professional expertise and consumer confidence.
The campaign, now live across digital, CTV/OTV and OOH channels, is a cinematic celebration of hair health and self-expression—featuring actress Nicola Coughlan, creative entrepreneur and media personality Jenna Lyons and Olympian Sydney McLaughlin-Levrone. Through a series of aspirational series, the film captures how confidence, creativity and personal transformation begin with healthy hair.
“Designed to Defy” reaffirms Olaplex’s connection to the professional stylist community, with industry experts Halley Brisker, Jenna Perry and Naeemah LaFond bringing their vision to life in the film using Olaplex’s patented technology.
Beyond the film, Olaplex is activating the campaign through its Bond House—a series of experiential events launching in New York. Guests will step into the world of the campaign through a personalized, immersive journey designed to enhance both confidence and hair health.
Attendees will receive a digital hair analysis, where expert stylists provide customized recommendations based on their unique hair needs. The experience culminates in The Studio, where guests can step into the campaign itself for their own empowering, high-impact photo moment.
Watch the campaign here:
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