Building a Breakthrough Haircare Brand in a Competitive Bond Repair Market

When epres launched, it faced the daunting task of entering a bond repair market dominated by well-established, high-credibility brands. Consumers and professionals were already loyal to industry pioneers like Olaplex and K18 Hair, making it challenging to carve out a new space. Furthermore, while Dr. Eric Pressly’s reputation lent credibility, the brand itself was entirely new with no existing customer base, retail footprint, or mainstream awareness. Differentiating the product’s technology and sustainability story while quickly building consumer trust and industry validation was critical to achieving success in such a crowded and competitive landscape.

To establish epres as a category disruptor, 5WPR developed a strategic messaging campaign centered around three key differentiators: its patented Biodiffusion™ technology, which delivers moisture even after hair dries; its founder, Dr. Eric Pressly, a scientist renowned for creating Olaplex and now introducing a superior bond-building treatment; and its safe, acid-free, and sustainable formula, making it the only bond repair treatment accepted by goop. By crafting a compelling narrative that highlighted these innovations, 5W secured consumer and trade media exclusives and orchestrated high-profile interviews with Pressly, generating a wave of impactful coverage on launch day.

Post-launch, 5WPR continued to build momentum for epres by hosting exclusive salon events in both New York City and Los Angeles. At these events, Pressly treated attendees’ hair, providing firsthand demonstrations of the brand’s effectiveness while engaging with key media, influencers, and beauty industry professionals. Through a multi-faceted media approach, 5W targeted both consumer and trade publications to strengthen epres’ reputation among everyday users and salon professionals alike.

Over the course of the three-year partnership, 5WPR successfully established epres as a leading force in the bond-building hair care market. The brand secured over 520 media placements and 18.7 billion impressions, with full brand features in top-tier outlets such as Bustle, CEW, WWD, Elle, The Zoe Report, StyleCaster, American Salon, Refinery29, Popsugar, and Glossy. Several media placements went viral on TikTok, generating 12.7 million views under #epres and leading to over $10,000 in direct sales within the first week of launch.

epres also received significant industry recognition, securing six award wins, including Harper’s Bazaar’s Beauty Icon Award twice, Beauty Launchpad’s Reader’s Choice Award, People en Español’s Star Product Award, Woman&Home Hair Awards, and BeautyMatter Future 50. The brand’s continued success led to additional high-profile features in publications such as Vogue, Who What Wear, CNN Underscored, and Allure, further solidifying its reputation as an innovative breakthrough in bond repair technology.

Through a combination of strategic media relations, targeted messaging, and immersive brand activations, 5WPR successfully positioned epres as a game-changer in the hair care industry, reinforcing its credibility among consumers, salon professionals, and key industry stakeholders.

Launching a new brand in an oversaturated category requires more than an innovative product; it demands a carefully crafted story, strategic media relationships, and consistent visibility across channels. By leveraging Dr. Eric Pressly’s credibility, focusing on the differentiators of Biodiffusion™ technology and sustainability, and executing a robust event and influencer engagement strategy, 5WPR was able to not only introduce epres to the market but also position it as a leading voice in the future of hair care. The success of epres highlights the importance of a strong, science-backed narrative combined with authentic industry relationships to drive both consumer loyalty and industry recognition.