Olaplex (OLPX) Barclays 17th Annual Global Consumer Staples Conference summary

Leadership vision and strategic priorities

• Focus on product innovation and brand differentiation, leveraging a strong heritage in professional haircare and global scale.

• Emphasis on building a marketing engine that connects emotionally with both consumers and professionals, with new leadership and team capabilities.

• Three main priorities for 2024: maximizing sales/marketing/education investments, strengthening team and culture, and developing a long-term roadmap.

• Slowed down initial activities to reset strategy and team, now accelerating innovation and marketing efforts.

• Ongoing transformation includes new senior leadership appointments and a focus on talent development.

Product innovation and professional engagement

• Recent launches include Bond Shaper (in-salon service for curly hair), No. 10 curl defining gel, and a leave-in conditioner targeting split ends.

• Innovation team established to balance core product evolution with breakthrough launches, ensuring a robust pipeline.

• Strong focus on professional community through the Pro Collective, direct engagement, and tailored education.

• Professional feedback highlights the need for presence at industry events and continued innovation for salon services.

• Product development aims to address diverse hair types and deliver both visible and fundamental hair health improvements.

Brand positioning, distribution, and growth outlook

• Brand perception study revealed high passion and interest, with opportunities to strengthen emotional resonance.

• Prestige haircare category seen as underpenetrated, with significant growth runway and potential to redefine category size.

• Distribution strategy focuses on omni-channel presence, balancing retail, e-commerce, and professional channels while managing channel conflict.

• International efforts include cleaning up distribution partners to ensure alignment and pricing integrity.

• Pricing strategy respects brand history but remains under review as part of long-term planning.