Social Media Guidelines/Code of Conduct

All influencers, ambassadors and affiliates must comply with the FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising and related FAQs (“Endorsement Guides”). Please review the Endorsement Guides and this document carefully.  If you fail to disclose your connection to Olaplex, we reserve the right to discontinue our relationship with you. 

 This document provides certain highlights and examples that may be helpful to you in facilitating compliance with the Endorsement Guidelines.  However, for the avoidance of doubt and notwithstanding the examples below, you are obligated to comply with the Endorsement Guidelines in full, and at all times.

When Must I Disclose?

  • You must disclose your connection to Olaplex if:
    • You distribute or publish a post, tweet, videos, photos or other message that consumers are likely to believe reflects your personal opinions, beliefs, findings, or experiences.
    • The message promotes Olaplex or its products or services, AND
    • You are receiving payment or incentives by Olaplex or a third party on behalf of Olaplex (e.g., payment, discounts, free products, promotional items, entry into contest or sweepstakes)
  • When in doubt, always DISCLOSE your connection to Olaplex.

What Do I Have to Say?

  • Disclose that you received a payment or incentive from Olaplex and the nature of your relationship (e.g., whether you were paid, whether you received something for free, etc.)
    • No specific wording is required unless Olaplex has specified otherwise for a particular promotion (e.g., a promotion-specific hashtag). Examples:
    • Feel free to use your own voice and/or put the disclosure in context.
      • I am collaborating with Olaplex to ___________ and they have offered my followers _________.
      • I am collaborating with Olaplex to promote __________.
    • Be honest. Make sure your statements (including those you share or retweet) are true and not misleading.
      • Do not give an opinion on a product you haven’t tried or participated in. Any statement should reflect your personal experience and honest opinion.
      • Do not hold yourself out as an ordinary consumer. You can say you are also a user of Olaplex products.
    • Include any other special disclosures that may need to be disclosed. Check with your business contact if you are unsure about other disclosures.
    • Do not disclose any confidential information, including non-public plans or industry secrets.
    • Do not promote or link to unauthorized Olaplex content (e.g., websites promoting Olaplex that do not have a formal relationship with Olaplex).
    • Do not use Olaplex names, trademarks, logos, slogans, brands, characters, copyrighted material, or other IP owned by Olaplex without permission.

How Do I Say it?

  • Social Media, Twitter, Blog Posts
    • Put the disclosure in the post, message, or tweet itself.
    • Make the disclosure stand out (e.g., bold, italic, and/or different color font).
    • Make your relationship with Olaplex clear in every post, tweet, or message, even if it is already in your profile or in prior posts or tweets.
    • Use hashtags to work with any space limitations.
    • Make sure the disclosure can travel with your post, tweet, or message. Put the hashtag first or leave room so it is not cut off if your message is re-posted, re-tweeted, or shared.
    • Include the disclosure even if you are re-posting, re-tweeting, or sharing someone else’s content.
    • For an ongoing conversation, (such as a live blog, reddit AMA, or live tweeting session), make periodic disclosures over the course of the post/session.
  • Video
    • Put a written disclosure in the video itself.
    • Make the disclosure stand out (e.g., bold, italic, and/or different color font).
    • You may also put a disclosure in the video description box (e.g., YouTube or Instagram) but only if the disclosure is also in the video.
    • Disclosure can take the form of a banner or caption on the screen and/or a title or end card.
    • For short videos (3 minutes or less), include the disclosure at the beginning of the video.
    • For longer videos (more than 3 minutes) or on-going streaming, leave the disclosure on screen throughout or make periodic disclosures. For example, consider showing a disclosure: (i) at the beginning and end; (ii) every 10 minutes; and (iii) whenever there is a direct call to action telling viewers to buy or try an Olaplex product or inquire for more information on Olaplex products.
    • If a post or tweet mentions a product or service and/or includes a video still or image showing the Olaplex brand (possibly to drive traffic to a video posted on another social media site), put a disclosure both in that post or tweet and in the video itself (e.g., “I love this product from Olaplex. Click here to see just how much. #Ad).
    • If a post or tweet drives traffic to a video without the post or tweet mentioning or showing an image of an Olaplex product, the post or tweet does not need a disclosure. But there must still be disclosure in or around the video itself once the user clicks through the link.
  • Photos & Images
    • Posting a photo or image can be an endorsement even if there is no accompanying text (e.g., posting a picture of your new Olaplex product on Twitter or Instagram).
    • If possible, include a disclosure on the image as you would for a video (above). If not possible to include a disclosure on the image itself, put the disclosure in a prominent place alongside it (e.g., in the post or tweet).
    • If a post or tweet mentions or shows an image of the Olaplex brand in order to drive traffic to an image posted elsewhere, put a disclosure both in that tweet or post and in or around the photo itself (e.g., “I love this product from Olaplex. Click here to see just how much. #Ad).
    • If a post or tweet drives traffic to a photo or image without mentioning or displaying Olaplex or an Olaplex product, the post or tweet does not need a disclosure. But there must still be disclosure in or around the photo or image itself once the user clicks through the link, as that image is likely to be viewed as promoting or advertising Olaplex.
  • Contest & Sweepstakes
    • Posting, tweeting, or sharing something in return for an entry into a contest requires a disclosure.
    • If you are running or posting about a sweepstakes, contest, or other Olaplex promotion:
      • Consult with your Olaplex contact and Olaplex Legal to include proper disclosures and a link to official rules.
      • Unless Olaplex has specified a particular hashtag for the promotion, use #OlaplexPromotion, #Contest, #Sweepstakes (not #sweeps).
      • Contest rules should be labeled as rules, not an unidentifiable bit.ly link (e.g., “Enter for a chance to win. ContestRules)
      • Encourage participants to identify each post or tweet as a contest entry (“Tweet your photo of your mom for a chance to win. Don’t forget to include #MomContest in every tweet. ContestRules).

 

If you have any questions, please contact your business contact or legalnotice@Olaplex.com.