Katie Gohman’s Vision for Olaplex

Key takeaways:

[02:39] Trend vs. Magnificence Advertising and marketing — Katie highlights the excellence between advertising in magnificence versus vogue: “From a magnificence perspective, I believe advertising traditionally is client merchandise. Proper? So it’s model administration. So it’s a bit extra, I’ll say, holistic to the overarching enterprise facet of the model. And if you transfer into vogue, oftentimes from a CMO and from a advertising perspective, you’re very a lot targeted on the communications and also you’re targeted on the buyer, however there’s a unique workforce that’s working product altogether.” She emphasizes that being again in magnificence permits her to be each the model steward and a enterprise driver.

[04:46] Navigating Model Challenges — When discussing how she approached Olaplex’s earlier challenges, Katie emphasizes the significance of elementary advertising ideas: “The very first thing that we did is we went out and talked to individuals, and we fielded analysis to know each quantitatively and qualitatively, like, what are the limitations and what are the problems that we have to overcome? So what’s the notion of the model? The place can we need to go?” She notes that these ideas apply whatever the trade or scenario.

[09:04] Repositioning the Model — Katie shares the model’s new chapter unveiled in February 2024: “The larger factor is de facto this concept of taking the positioning of the model, which traditionally had been rooted in injury restore and this concept that you simply use Olaplex at sure factors of your life when your hair is de facto broken to this concept of really what the product does and what the unique product all the time delivered on is this concept of it truly repairs your hair to make it wholesome.” This shift aligns with broader wellness developments and positions the model for on a regular basis use slightly than occasional remedy.

[13:55] The Significance of C-Suite Alignment — On working with marketing-minded management: “It’s attention-grabbing. I believe I underestimated in one of the best ways how necessary it was to have an ally in that position… what I believe is de facto superb about what we’ve got right here is we’ve got a pacesetter that believes in model and that understands we have to construct innovation and construct advertising capabilities for the long run, however we’ve got a gaggle of leaders on the C-suite degree that additionally consider in the identical imaginative and prescient.”

[21:25] Concentrating on the Multi-Generational Client — Katie discusses the problem of focusing on in premium haircare: “The goal client is, let’s name it, 35 to 45 and has a disposable earnings over 100 thousand {dollars}. The fact of who’s driving the warmth within the magnificence market, although, is my 10-year-old daughter and your 16-year-old daughter.” She explains the necessity to converse to multi-generational shoppers by an inclusive visible id that appeals to various audiences.