Clarkston’s Sarah Broyd Featured in the Observer for Opinion on a Hair Care Brand
Clarkston Consulting was recently featured in the Observer. Sarah Broyd, Associate Partner at Clarkston Consulting, who specializes in beauty brands shared her perspectives. Read her comments on Olaplex below or the full Observer article here.
October 5, 2021 | Durham, NC
Inside the Cult Following of Olaplex: The Hair Care Brand That Ignited the Internet
Olaplex, a Santa Barbara, California-based premium beauty brand, now publicly traded and valued at $15 billion, has a large social media following and younger customers, who generally don’t splurge on premium hair care.
Broyd said that Olaplex is responsible for significant growth within the high-end beauty market. “When you look at the growth of premium hair care within the beauty market, even though it’s one of the smallest sectors it’s growth is outpacing the rest of the prestige category,” she said. “And one of the reasons is actually due to Olaplex and the growth it has had within the premium hair care sector.”
“For hair care people used to going to a salon, there was that culture that surrounded it, and so Olaplex has really focused on building that user community within social media to mimic what would’ve existed in a salon.”