Lillian Moffett's questions to Olaplex Holdings Inc (OLPX) leadership • Q2 2025
Question
Lillian Moffett from Raymond James, on for Olivia Tong, asked for key learnings from the company's refreshed marketing strategy and inquired about the cadence of SG&A spending for the second half of the year.
Answer
CEO Amanda Baldwin detailed a three-stage marketing evolution: establishing a new brand baseline, launching the 'Design to Defy' platform with positive KPI results, and building a full-funnel content engine, which is still in progress. She emphasized that the marketing transformation is 'mid-build' and that the team, led by a CMO who recently marked her one-year anniversary, is continuously improving with each launch.