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When awards season kicked off in January, Olaplex kicked off a marketing campaign dubbed Olaplex Shine On. The campaign has since been running in high gear, based on the brand's goal to "own the red carpet season," according to Charlotte Watson, the brand's CMO. This weekend, timed to the Oscars, the campaign will reach its peak: Not only will it have a presence during the March 10 awards show itself, but it will also expand to include a pop-up at L.A.'s The Grove and a partnership with TikTok's creator studio.