Olaplex's Shape Set Hairspray is designed to keep blowouts in place without stiffness, delivering volume, weightless hold and a soft, brushable finish. Its fine, fast-drying mist can be layered for additional control and reshaped throughout the day without leaving hair feeling crunchy. In consumer testing, 97% agreed their hair felt touchable after use, reinforcing the product's balance of performance and flexibility.
The launch is supported by the latest installment of Olaplex's "Science Never Looked So Good" campaign, featuring comedian Chloe Fineman reprising her role as Chief Hair Officer. Returning to the Olaplex lab, Fineman uses her signature humor to demonstrate the hairspray's flexible hold and science-backed performance.
By moving away from the traditional stiff-hold formula, Olaplex positions hairspray as a versatile styling tool rather than simply a finishing step. For prestige haircare brands, this reflects an opportunity to bring professional-level performance into everyday routines while prioritizing the natural movement and touchable texture consumers want.
Image Credit: @olaplex
Key Themes Behind This Trend
- Brushable Styling
- Flexible-hold formulas are reframing hairspray as a touchable, restylable product category with room for premium claims around softness, movement and all-day control.
- Science-backed Beauty
- Clinical language and consumer testing create differentiation for prestige haircare brands seeking credibility in performance-driven everyday styling products.
- Comedic Product Education
- Humor-led campaign formats make technical beauty benefits more approachable, opening space for brands to translate formulation science into memorable entertainment.
Where This Applies
- Haircare
- Prestige haircare is evolving beyond repair and cleansing into flexible styling systems that combine salon-level results with natural-feeling wear.
- Beauty Marketing
- Character-driven storytelling offers beauty brands a distinctive way to communicate product efficacy while building recurring campaign equity.
- Personal Care Retail
- Retail assortments can benefit from hybrid styling products that appeal to consumers seeking professional performance without rigid or high-maintenance finishes.
