Olaplex launches new products at Beymen Zorlu Center, do launch events drive sales?

Which products did Olaplex present at its Beymen Zorlu Center launch?

Four products stand out: Signature Hair and Body Fragrance Mist, °7 Serum Oil Mist, Shape Set Hair Spray and N°3PLUS Complete Repair Treatment. Product names are spelled inconsistently in the report: °7 Serum Oil Mist also appears as “°7 Shine Serum Oil Mist”, and Shape Set as “Shapeset”.

How does an in-store launch like Olaplex’s at Beymen connect to sales, step by step?

It connects in four steps: prepare the point of sale, match the guest list to the sales channel, use the “first here” message and plan the week after the event. In the Olaplex case, presentation and sale sit inside the same chain. In Istanbul’s cosmetics retail in autumn 2026, that makes measurement easier. The cost of each step varies by brand and store, so get your own quote.

1. Prepare the point of sale before the event

The product should be on the shelf on the night of the event and its product page live on the site the same day. With Olaplex, three channels work together: studio stores, studio areas inside Beymen and the online store. If a guest who liked the product cannot find it the next day, customers walk out before they walk in.

2. Match the guest list to the sales channel

Guests will tell their followers about the product, so it must be available wherever those followers shop. Build the list on fit with your sales channel, not only on fame.

3. Use the “first here” message openly

The mist going on sale first at Beymen Beauty Studio gives the retailer a reason to bring customers into its own stores. The message should appear in the same words in the window, on the product page and in guests’ posts.

4. Put the week after the event into the plan

The event’s effect does not end that night; posts keep circulating in the days that follow. Staff need to explain the product and stock needs to hold. If the plan covers only the party, the product ends up gathering dust on the shelf.

How do you measure the sales effect of a launch event like Olaplex’s?

Three tools do the job: an event-specific link, one question at the till and a before-and-after sales comparison. None is expensive, but all must be in place beforehand.

An event-specific link and code

Give guests separate trackable links or campaign codes for their posts. That shows which post has a high conversion rate in online sales. Your next guest list can then rest on data.

One question at the till and a sales comparison

Asking “where did you hear about the product” at the till is a simple, useful record. Add the unit sales and average basket of launch products in the weeks before and after the event.

Common mistake: treating post counts as sales

The most frequent mistake is counting views on guests’ posts as the measure of success. Views signal interest, not sales. This is the mix-up we see most often in launch reports; if a report is full of reach alone, what happened at the till stays unanswered.

Which businesses does Olaplex’s Beymen launch affect, and how?

The most directly affected are beauty retailers with in-store studio areas and cosmetics brands bringing new products to Türkiye. Hair salons that sell care products are affected indirectly, when customers ask about the new product. We comment on developments like this on our retail page.

Beauty retailers and in-store studios

A “first here” message gives a retailer a reason to pull traffic into its own channel. The harder part is that the length of the exclusive is unknown; the report says nothing about a Beymen-only sales period.

Cosmetics brands and distributors bringing products to Türkiye

The gap between a global launch and a Turkish launch is part of the launch plan. During that gap, curious customers look at overseas sites, so a local page needs to be ready the day Turkish sales begin. We also looked at presenting a multi-product launch to the market in our piece on Beko’s five new pet products.

Hair salons

Let’s say a client sees a product on social media and asks her stylist about it. A salon that does not know the product loses both a sale and some trust.

What digital work should a cosmetics launch like Olaplex’s set up?

Three pieces: a product page, one consistent product name for search and a routine for collecting reviews. A 2026 survey reported in Para Dergisi, a Turkish business magazine, puts the influence of customer reviews on purchases at 42% and of influencer and celebrity content at 41%; the survey’s publisher is not named.

The product page should be live on launch night

Customers who see a guest’s post search right away; if the page or stock is missing, interest moves elsewhere. On the page, maker claims should carry “according to the maker”, and the product name should have one spelling.

Standardise the product name

If the same product appears as both “°7 Serum Oil Mist” and “°7 Shine Serum Oil Mist”, search results split.

Start collecting reviews in launch week

Asking the first buyers for a review makes the next customer’s decision easier. A short post-purchase reminder is the simplest way to raise review numbers.

What should a cosmetics brand planning a launch like Olaplex’s do this week?

This week, write a shared target with your point of sale, prepare measurement links and fill in the checklist below. Event budget and guest numbers vary by brand, so get your own quote. We build launch plans together with sales measurement as part of our marketing consultancy.

Write a shared target with the point of sale

Agree in writing with the retailer, before the event, which product will be measured, in which channel and over what period.

Verify product claims with official sources

How cosmetic product claims can be used depends on regulation. Check every claim in your sales copy with the relevant official source and your legal adviser. Verify with the official source; this is not legal or financial advice.

Pre-launch checklist

• Is the product on sale in store and online on launch night?
• Does the “first here” message use the same words in every channel?
• Have guests been given separate trackable links or codes?
• Is “where did you hear about the product” being asked at the till?
• Are maker claims written with “according to the maker”?

Frequently Asked Questions

Sources: Perakende.org, “Olaplex, saç bakımındaki yeniliklerini Bardot, Beymen Zorlu Center’da tanıttı”, 24 September 2026 · Cosmetics Business, 30 June 2026 · Para Dergisi, 28 September 2026 · Olaplex investor relations

Updated: October 2026