Rooting
For You
80% of WOC more likely to alter natural hair to conform.
1.5 times work discrimination risk increases due to WOC's hairstyles.
63% of black adults have faced hair discrimination.
$473 Million spent by Black shoppers on their hair care yearly.
For this proposed diversity campaign, OLAPLEX will advertise its support for individuals with diverse hair, and shed light on the fact that it doesn’t matter what society thinks of your hair—it’s unique, and it’s beautiful just the way it is.
Strategy
GET 18-34-year-olds with diverse hair types who experience discrimination or microaggressions because of their hair
TO find a true hair care partner who understands how they feel
BY drawing a parallel between strengthening bonds with your ethnic identity and bonds of your hair
BEACUSE people deserve a reality that actively honors diversity.
