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Olaplex and K18 are two trendy hair care brands that are redefining the industry with their hair damage-fighting technologies. Olaplex is known for its hair bond building technology that can restore hair at home or in the salon. K18, on the other hand, has gained recognition for its formula that regenerates hair at a molecular level and recently made waves with an Olympic campaign featuring Simone Biles.
Data from CivicScience shows that 12% of Americans have tried Olaplex and slightly less, 8%, have tried K18. Another 8% intend to try Olaplex and 6% plan to try K18. However, the majority of consumers are not interested or have never heard of either brand.
Both customers are younger – usage of both brands increases to 28% among Generation Z, aged 18-24, and intent increases to 10% for Olaplex and 18% for K18. Millennials are also more likely than Generation Pop to have used or intend to use hair care products, but those over 45 are far less likely to have tried them.
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A closer look at both hair care brands using CivicScience’s database of over 150,000 questions reveals key consumer insights into Olaplex and K18’s customers and prospects and how they can win over each other’s customers.
