{
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  "docSlug": "3eebbcb48fb61da5747bfa254f0bb15e",
  "documentTitle": "Olaplex | Investor Presentation Deck | 23 slides",
  "authorId": "olaplex",
  "authorName": "Olaplex",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2023-03-01 00:00:00",
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  "deckAnchorHref": "/decks/019de515-4f4f-76d4-af7d-48cfbe5e13d6#slide-9",
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      "kind": "list",
      "text": "Unaided¹ vs. Aided² Awareness, % of respondents",
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      "kind": "list",
      "text": "OLAPLEX brand equity rank³, asked of respondents who are aware of each brand4",
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      "text": "1. Which brands of premium hair care products are you aware of? Please enter the first brand that comes to mind in the first box. | 2. When did you last buy each brand of premium hair care products, if ever? | 3. Which brands apply for each statement? Select all that apply. | 4. Ranked out of the 11 brands tracked in the brand health tracker. | 5. Based on derived importance | * Indicates a statistical tie with another brand for that equity rank Source: OLAPLEX brand health tracker, n=6,501, January 2022 - January 2023 (n=500 per month), IPSOS",
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      "kind": "table",
      "text": "Leading Hair Care Brand Unaided Total aided Q1 2022 n=1,500 15 92 Q2 2022 n=1,500 15 93 Q3 2022 n=1,500 16 93 Q4 2022 n=1,501 18 92 Jan. '23 n=500 13 94",
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      "text": "Olaplex rank4 Top 15 premium hair equities5 Q1 2022 Q2 2022 Q3 2022 Q4 2022 Jan. 2023 Best for damaged hair #1* #1 #1* #1 #1* Best for my hair #2* #2 #2* #2* #1* Brand I am excited to talk about #1* #1* #1* #1* #1* Brand I trust #2* #2 #2* #2* #2* Celebrity usage/endorement #1* #1* #1* #1* #1* Contains special ingredients #2* #1* #2* #1* #1* Gets positive reviews #1* #1* #1* #1* #1* Helps take great care of my hair #2* #2 #1* #2* #1* Highest quality products #1* #2 #1* #1* #1* Makes hair healthier #2* #1* #1* #1* #1* Makes me feel confident #2* #2 #2* #2* #2* Makes the best conditioner #2* #1* #1* #2 #1* Makes the best shampoo #2* #2 #2* #2* #2* Recommended by stylist #2 #1* #2 #2 #2* Scientifically proven to benefit hair #1* #1* #1* #1* #1*",
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      "kind": "table",
      "text": "OLAPLEX Unaided Total aided 7 58 9 64 9 65 10 65 12 66",
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      "kind": "title",
      "text": "SIGNIFICANTLY INCREASED AWARENESS, ALTHOUGH OPPORTUNITY REMAINS, AND CONSISTENTLY LEADING ON THE MOST IMPORTANT PREMIUM HAIR EQUITIES",
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      "name": "Golden Circle",
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      "bestFor": "Visionary leadership, brand positioning, mission statements",
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      "evidence": "The deck presents what Olaplex does (solution), how it achieves its goals (differentiated R&D platform and IP portfolio), and why it is successful (competitive advantages)",
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      "objective": "What, How, Why",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
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      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
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