With OLAPLEX Style Lab, haircare has conquered Milan Fashion Week The experiential pop-up in the heart of Milan
On the occasion of Milan Fashion Week, OLAPLEX took part in the event for the first time with a special activation that registered a very high turnout: OLAPLEX Style Lab, the experiential pop-up that brought the brand's universe directly to the beating heart of the city. From Friday 25 to Sunday 27 September, an iconic Airstream completely branded OLAPLEX set up in Piazza XXV Aprile has been transformed into an immersive and free space dedicated to hair care and styling, attracting hundreds of visitors and beauty enthusiasts.
OLAPLEX Style Lab in the heart of Milan
Within the OLAPLEX Style Lab, the public was able to take advantage of free styling at two dedicated stations and receive personalized advice to identify the perfect haircare routine for their needs. The wait turned into a moment of entertainment and sharing thanks to fanzines, quizzes, thematic games, hair tips and the award of exclusive gifts and gadgets.
In collaboration with Douglas
The initiative made it possible to experience the OLAPLEX world in a dynamic and contemporary context, confirming that haircare and styling are now an integral part of personal expression, just in the days when Milan celebrated fashion and new trends. The success of the experience continued even beyond the pop-up space thanks to the special drive-to-store initiative in collaboration with Douglas. A flyer was distributed to the many visitors with an invitation to take advantage of exclusive OLAPLEX promotions, active during the days of the Fashion Week at the selected Douglas stores and on the douglas.it website.
