Brand StrategyOlaplex's recent brand refresh is showcasing positive signs, being highlighted as the #1 EMV hair brand in the quarter and generating buzz with marketing campaigns.
Market ExpansionOLPX beat its own topline expectation (and consensus by 3.9%) in Q1, both due to NA and international upside vs company forecasts, which they believe was driven by retailer support of their refreshed brand positioning and marketing plans.
Sales PerformanceSales turned positive for the first time in 9 quarters, with sales up +2.3% year-over-year to $106.3M, beating the Street estimate.