CASE STUDY: Glaziplex Launch
Glossed & Bonded: How Glaziplex Powered 3M+ Shiny, Healthy Hair Moments
3.08M+ Cross-Platform Views
CASE STUDY: Glaziplex Launch
Glossed & Bonded: How Glaziplex Powered 3M+ Shiny, Healthy Hair Moments
3.08M+ Cross-Platform Views
28 Creators
33,000+ Clicks
3.08M+ Cross-Platform Views
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Dec 2024
33,000+ Clicks
3.08M+ Cross-Platform Views
Dec 2024
28 Creators
The Challenge
Glaze, the cult-favorite brand known for its at-home salon glosses, set out to launch Glaziplex, a high-performance bond repair treatment designed to rebuild and protect all four types of hair damage in just four minutes.
With a tight window between Glaziplex’s D2C launch and retail debut in Superdrug, the pressure was on to deliver viral, scroll-stopping content that educated and excited audiences without losing the product’s sleek and glossy brand identity.
The Solution
To ensure broad appeal and high-impact engagement, we strategically divided creators into three distinct content categories, each crafted to resonate with a specific audience mindset and haircare need. This multi-pronged approach allowed us to position Glaziplex not just as a product, but as a solution tailored to a variety of real-life hair challenges:
1. #VOXPOP – Public street interviews driving brand familiarity and curiosity
2. #SALON – Professional transformations showcasing salon-style gloss in just 4 minutes
3. #PROBLEMSOLVED – Relatable creator content offering Glaziplex as the go-to solution for hair recovery
Key Strategies That Drove Impact:
✨ Educational storytelling about the science of bond repair
✨ Audience-persona targeting (from colour-damaged to heat-styled hair)
✨ Clear visual cues: shine reveals, transformation journeys, and stylist testimonials
✨ Multi-Stage CTA Funnel: With TikTok Shop integration, “Link in Bio” touchpoints, and product-tagged posts, we created a frictionless path from interest to checkout, all while maintaining the creator’s authentic tone.
The Results
📊 3.08M+ Cross-Platform Views
📈 90,000+ Engagements
🔗 33,000+ Clicks
🎥 28 Creator Posts
🇬🇧🇺🇸 UK & US reach across 3 creator segments and YouTube bonus features
Top-performing content highlighted:
Real-time gloss reveals under direct light
"How I fixed this in 4 minutes" transformation reels
Creator walkthroughs of the Glaziplex formula, highlighting its vegan, ammonia-free and pregnancy-safe credentials
Why It Worked
✅ Segmentation = Strategy
VOXPOP creators built top-of-funnel buzz. SALON creators demonstrated the professional power. PROBLEMSOLVED creators made the results feel achievable and personal.
✅ Results-Driven Visuals
Nothing beats a 4-minute transformation. Glossy, bouncy hair content dominated FYPs and inspired saves, shares, and comments.
✅ Product-Led Storytelling
Each video leaned into the hair science, from covalent complexes to hydration blends, without feeling clinical. Education met entertainment in every swipe.
✅ Click Funnels Done Right
With link-in-bio compliance, creator tagging, and a strong “shop now” CTA, users seamlessly moved from inspiration to purchase.
Glaziplex didn’t just break through the haircare clutter; it glowed above it.
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