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Olaplex and K18 are two trending hair care brands that are redefining the industry with their hair damage technologies. Olaplex is known for its bond-building technology, which can be used to restore hair from home or at the salon. K18, on the other hand, has gained recognition for its formula that restores hair at a molecular level and recently made waves with an Olympic campaign featuring Simone Biles. 

CivicScience data show that 12% of Americans have tried Olaplex and slightly fewer have tried K18 at 8%. Another 8% intend to try Olaplex and 6% plan to try K18. However, the majority of consumers are not interested or haven’t heard of either brand. 

Both customers skew younger – usage jumps to 28% for both brands among Gen Z aged 18-24, and intent increases to 10% for Olaplex and 18% for K18. Millennials are also more likely than the Gen Pop to have used or intend to use either hair care products, but those over 45 are far less likely to have tried them.

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A close look at both hair care brands through CivicScience’s database of over 150K questions highlights key consumer insights on Olaplex and K18 customers and intenders and how they can win over each other’s customers.

This is just a glimpse of CivicScience’s capabilities – we leverage insights like these to build highly-targeted ad campaigns, reach persuadable buyers, and drive better ad engagement. Want to learn how? 

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