Olaplex Breaks New Ground with Innovative Shape Set™ Hairspray
Renowned hair care brand Olaplex has ventured into the styling category with the introduction of its Shape Set™ Hairspray. This innovative product, powered by the brand’s unique Bond Set Technology™, uses an encapsulated peptide to mend broken disulfide bonds, repairing hair from the inside out while maintaining your style.
Shape Set has demonstrated remarkable results in clinical testing, delivering a substantial 96 hours of hold and frizz control, 450°F heat protection, and an impressive 60% reduction in hair breakage after a single use. Notably, 97% of users reported that their hair remained touchable and did not feel stiff or crunchy post-application. This launch signifies a significant transition for Olaplex, a brand traditionally recognized for its bond-building repair products, as it steps into the everyday styling arena.
The product’s promotional campaign, aptly titled “Reshape the Rules,” features Olaplex’s Chief Hair Officer, comedian Chloe Fineman. The launch comes on the heels of Henkel’s $1.4 billion acquisition of Olaplex, a brand that recorded approximately $430 million in sales last year. Shape Set is priced from £15 (~$16 USD) and is available for purchase at Sephora in the US and Space NK in the UK.
Source: HAPPI — Olaplex Enters Hair Spray Category