MESSAGING REQUIREMENTS:
TALKING POINTS
PRODUCT INFO:
HOW TO USE: Formulated for daily or for use every time you wash.
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
Inspired by hairstylists to find a solution to damaged hair, two chemists in California established the groundbreaking science of OLAPLEX in 2014 that revolutionized the industry by creating a completely new category called “bond-building" haircare. Today, OLAPLEX is one of the largest independent haircare brands in the world and remains the #1 Professional Bond-Building Brand* with over 100 worldwide patents. Their exclusive, patented OLAPLEX Bond Building Technology™ re-links broken bonds deep within the hair to repair damage from key causes like chemical services, heat styling, mechanical friction, environment, and pollution leaving all hair types stronger and healthier-looking. OLAPLEX is looking for ways to engage audiences across digital channels with a suite of authentic videos that show how anyone can get one step closer to their hair health goals by using OLAPLEX No. 4 (“Number Four”) Bond Maintenance Shampoo and No. 5 (“Number Five”) Bond Maintenance Conditioner.
The goal of this project is to create three different :15-:60 authentic social-style videos that each demonstrate how to shampoo and condition for one of three different hair types, naturally using both OLAPLEX No. 4 (“Number Four”) Bond Maintenance Shampoo and No. 5 (“Number Five”) Bond Maintenance Conditioner. You will need to deliver 36 total video assets, though the majority of these assets will consist of swapping out language captions for varying markets which OLAPLEX will provide in post. You will also need to provide 3-5 photos of each of the talent which can be pulled from the videos that do not need to be retouched, but will need to be cropped for various aspect ratios. To understand the three specific hair types we are looking for please review this Hair Type Breakdown. Your videos should highlight the products and features themselves, as well as their application, and the process of using said products. Each video will require the talent to show a "Before" and "After" shot, with a clear visual that shows that their hair is now better looking, with more shine, after using the products so a stylist will be instrumental in making sure the talent's hair looks good in every video. You can view examples from the brand on how they’ve historically styled and presented B&As, as well as some creator content that provides a similar context/story on the second page of the Hair Type Breakdown.
The videos you create should feel like authentic, influencer-style content, with the camera setup as though your talent is self-producing each video as a vlog. You can even go so far as to include moments where your talent is interacting with the camera and their hair. However, we will want to include cutaways of product moments to show the consistency of the products as their use in hair. When it comes to making the videos feel genuine and showcase the hair in the best way you will want to make sure we have bright, even lighting in all the videos. If you can showcase the hair in natural light, especially for the after shots, it may help provide an even better look at the shine and quality of the hair. You should plan to use VO over the visuals (which is preferred), but you can also have them talk directly to the camera as well. Copywriting for the VO and/or dialogue will be especially important here, as we'll need to ensure that we address several messaging requirements and talking points in each video. You can read more about that in the Background. As that messaging is key, you'll also need to provide both a closed caption version of each video, along with a textless version of each video. Please note, that there are language variations that are needed here. Once the scripts are confirmed, the brand will provide translated versions for closed captioning. Talent is NOT expected to do voice-over in any language other than English.
In terms of physical production, your location should look and feel like a bathroom setting, with the plan to show the application of both products in the talent's hair during a shower sequence. While you can film in one location for all videos, each video needs to look and feel like a different bathroom with light set dressing. Since you will be featuring the talent "in the shower," you'll either need to dress the talent accordingly (with a wrap-around towel or bathing suit), or plan your shots to avoid seeing the talent in a compromising position at any point in the video. To get a sense of how this has been done in the similar videos, make sure to check out the Background. As this project is all about different hair types and having genuine, natural interactions on camera, talent will be instrumental to this project.
During pre-production, you MUST present multiple casting options for each hair type, with self-tapes that include 360 captures of hair movement, showing their hands which will be featured in the videos and include the talent talking directly to the camera in the same way that they would approach the final videos. You will also need to have talent's nails and polish are approved before filming.
For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 36 total video assets.
EXPECTED TIMELINE: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Millennials & Gen-Z looking for quality hair care
TONE/FEEL: Authentic, Attainable, elevated, unique
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.