You’ve probably come across Olaplex No. 3 Hair Perfector ($34) at some point if you’ve ever bleached, colored, heat-styled, or otherwise pushed your hair to the limit. In the world of hair repair treatment, the treatment has become somewhat of a legend since its introduction almost ten years ago. It was the at-home product that helped consumers realize that broken hair bonds could actually be rebuilt.
The brand is now going back to that iconic product. Olaplex formally unveiled No.3PLUS ($34), the next iteration of the initial treatment that contributed to the company’s (as well as the bond-building category’s rise) to prominence. A quicker and more sophisticated repair experience is promised by the new updated formula.
Similar to the original No. 3, No. 3PLUS is intended to be used prior to washing your hair because it is a pre-shampoo treatment formula. However, the updated formula works in just three minutes only, as opposed to a traditional mask’s ten or twenty minutes of sitting on your strands. Olaplex claims that the procedure is intended to strengthen hair strands, repair damage from the inside out structure, and help stop future hair breakage over time.
The formula’s technology is based on the brand’s patented Bond Building Technology, which reestablishes disulfide bonds in the hair structure that can be broken by heat styling, chemical treatments, or environmental stress. A unique Damage Defense Cationic Complex, created especially to target repair at the hair’s outer cuticle layer, is also included in the new product. To put it another way, it’s repairing damage from several perspectives, strengthening and smoothing the hair’s exterior layer while bolstering its internal hair structure.
In addition to the bond-repair technology, the formula contains a combination of conditioning ingredients intended to enhance the general appearance and feel of hair. L-glutamic acid is a natural humectant that draws moisture into the hair to make it softer and easier to manage. In the meantime, sunflower seed oil, avocado oil, and crambe abyssinica seed oil help to add a healthier-looking finish, smooth the cuticle, and lessen frizz and flyaways.
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The brand’s testing outcomes are outstanding. According to Olaplex’s clinical research on bleached hair, No. 3PLUS can undo noticeable hair damage in a single application. According to the brand, after four applications hair becomes three times stronger and three times softer than bleached hair, and over time, the internal structure of the hair becomes up to 75% stronger overall.
Without a campaign, a major product launch wouldn’t be complete, and this time around, Olaplex is fully embracing its science-meets-beauty identity. Chloe Fineman, a cast member of Saturday Night Live, was chosen by the brand to debut No.3PLUS treatment product. Fineman plays the fictional Chief Hair Officer of Olaplex in the new campaign launch.
For Olaplex No. 3PLUS, Chloe Fineman
With No.3PLUS product launch, the company seems to be doing what many prosperous beauty businesses eventually do: going back to its flagship product and considering ways to improve it. The three-minute repair guarantee might be enough to draw in longtime No. 3 fans or anyone whose hair could use structural hair support.
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