Patrick. and joining Today, outlook year we results we thank everyone, and continued Good transformation full you, Thank our morning, achieved for in second us. quarter our our with progress you reported line plan. on reiterated expectations as
we for brand business are As a calls, journey world-class a on to shared long-term and success. on positioned well is recent build earnings a that
and are for have with our a foundation distribution strong impactful of team product and powerful our the who with hair in are global and of delivers millions to R&D stylists truly to health of prepared sustainable, proven footprint actions strategies across this channels innovation, this to that taking a passionate on the community our is that improve superior All products, around a results, and business. and a platform eager mission that the global supported investing brand innovation deliver by align work that the Olaplex, differentiated goals consistent infrastructure prioritizing while We clients designed of growth to also drives consumers and is world. talented performance execute unique geographies love consumers and we the
We how the and the shifting with of to first be. I our enduring beyond. the always future will year what continued to linear. to path planning remain we that work XXXX track and periods, on expectations We to brand can While but we've delivering bring set, true back holiday of our goals XXXX some and not this a has direction focus half know in there about for the key together, incredibly now journey our and that is that ahead its taking team time launches the for are half proud Olaplex come enthusiastic is potential, product our confident executing and recognize in with we creating of the on take the global and on along more am
reflecting the were the for second sell-through profitability Turning progress trade at began with to quarter. QX QX, aggregated highlights for on the marketing in towards spend business. and We demonstrating from XX.X%. as $XXX.X to new QX. was largely margin improvement EBITDA representing stabilization the EBITDA dollar adjusted million, sell-through basis million, continued sales we in that introduce trends an marketing yielding in of top-tier in experienced Net was trend the key industry incremental accounts our Adjusted Encouragingly, $XX we consistent investment activation, absolute sequential an
consumers hair our healthier are According I'm throughout followers. hair excited believe I in We key be including with strength of Olaplex we X.X the the accounts our and X retaining to we continue across XX a hair the leader to is brands we as do tracker, this media channels standing what category brand social remain quarter, strong notable among industry consistently prestige care Olaplex right. or in and the brand trust brand to #X care equities continued million instagram distribution in #X makes with as followed during rank the our among care hair to Importantly, ranking talk and top and external #X most to XX a about on prestige top rank for premium transformation.
of Olaplex the hair retail data Acanos products X care first X in market. best-selling half tracking prestige of addition, the U.S. the had of XXXX, first In
investments this to our and rest carefully future; second With our these creative X marketing increased We expenses to order execution assess evolving approximately on and and approach, After generate marketing evolution, year, stronger demand. invested As ROI-driven investments and includes to with key have to to which road drive the a you core the assets education generate engine, the education of This improved and second and building the culture and to first, Beginning progress for support content a maximize focused quarter. early we of and creation demand, sales, have quarter. the capabilities on for in deeper coordination our marketing quarter second, bringing Olaplex.
I'll initiatives stylists the future XX% the and marketing our our QX, with capabilities partners strengthening products, and spend. through investment now seen more media on already made our maximizing total non-payroll-related year the strategy, the the investments in supporting slowing focused the for by the our $XX we to $XX more in we been: the developing beginning we're elevated sales, of quarter-over-quarter have on during impact this strategy, we this plan build wins and sell-through. approximately our retail long-term our adjust focused strong upon in million we go-to-market vision and just of year-to-date walk marketing renewed advertising heavily and million. behind some creator our brand our third, to priorities foundation, marketing map our certain with first are sales led impact during critical efforts approach. is of efficient initiatives
rates nearly community, a our in posts XXXX, in since been compared increase driving has year. social influencer and in an period increase by talent there the engagement XX% last year-to-date same to XX% First, same period the
new improved pro in noteworthy grown efforts have improved influencer marketing we outreach through strategies, impression. to full enhanced leading content processes, by visual quality this engagement Next, brand content our to in and resulted Pro have community channels creation identity year close higher and in thirdly, social our creative the and U.S. across XX% lift consistency And funnel
root across as long translate build A priority brand we We this ability develop Pro. globe for run. to our will marketing with pillar the vision the critical continue is our returning and recreating on the connections our brand to meaningful within a first and stylist them
of our I of been special and connection of consumers at community, holds center inspiration. key saw One and sources when the stylists our Professional since Pro to our which with relationship Olaplex the brand to our joining strong has was strong a the rebuild inception. education opportunities
human in our XXth tools, of virtual of and all treatment.
In social activations for about and our events Olaplex pro-focused included So of the they to are industry us, other channels celebration. markets, brand, field and anniversary year series participation new celebrating global key and the in-person of internal brand connections form introduction our launching our new our attended, they the with for the to and for support events been Pros hair priority Olaplex and increasing our together coverage audience curl dedicated that to as us. amplifying personally educational in honor they rebuilding developing a We've the come clients. our expanding the heart stories members inviting team beauty ambassadors overall. community a special we for professionals, unique their of content hosted because the We of community I new shaper from stylists sales are These which this that June bond stylist of highlighted local month customers that partner entire do
top-performing events influence industry around a We also colorists on launched Collective and who Pro shows which hair strong Olaplex channel, hosting Olaplex stylists stylists industry is media Pro serve dedicated and group community the will presence a class within media Collective, have their educational of the social by enhance the and Olaplex training. presence as representatives. content our aims brand attending sharing master and to world social
we testimonials, to and to The audiences with that hair we creative our visual strong #X believe was our bonding marketing pros the relative with campaign, and with featuring messaging oil, a our conversion. campaign positive and of position with and investments the daily QX the #X, key have as in prestige second designed conditioners, final best-selling and the the routine bond sell-through completed refreshed have increased related brand recently of this growth consumers. Also data are U.S. initial assets among first of #X the care call, results the performance content launch strategies media. towards year-over-year U.S. And posting maintenance sales our our with care enhance earnings new And which trade also in driving consumer EMV our in-store engagement new accounts, bond campaign, impressions brand engagement rates we core pleased earned the building marketing and our and indications campaign campaign Olaplex activations are in #X campaign. Greater activation the the to affinity and haircare has since within and we by our QX, #X and paid increased at category. assortment, quarter, quarter ultimately, to deeper total benefits and last to #X maintenance year-over-year quarter. growth Pro support, launched organic media the date positioning observed Olaplex rates, influenced for performers in noteworthy highlighted and the rate resonating brand. according and updates are The experienced value. hair and transformative On regained the full which strongest shampoo quarter marketing step and taxi during are among merchandising and we seen #X our was far of the showcases second out-performance the launched by end Another the Altogether, so IQ, Olaplex engagement social included second audiences of
to future. performance implementation to improve and This enhanced planning processes our culture our our our of the management. support business second foundational our has improve to business infrastructure included and forecasting overall priority, Moving designed ongoing capabilities strengthen work across integrated to is and organization designed to
overseeing investments Additionally, we've strategic marketing facilitate stream optimization. and more channels to strategic created a centralized across spending work internal
also maximize addition, In future innovation. our are process capabilities we development continuing new and product our R&D enhance to fuel to
lead among technology new needs as which including on to roll and the and year, most curl hair support and growing creation the product large them the locking product often new our out pipeline top important XX place reshape the fastest-growing services of the this rebuild improved innovation Curly be we beginning bonds our in damage processes our enhanced team, are spending for a are scientific has hair category, natural launches Hair of to address report With new strategies, a was our and forming to can U.S. innovation, patterns. among Curl more commercialization request consumer. go-to-market internal disulfide the formed brand-new information the on susceptible all patented upcoming Marking all next of this textures to bond technology. types, shaping unique wave hair our services pairs more was hair types bond is into to curly curl Care Olaplex and of salon bond, our curly and structure created of Olaplex strengthen to services consumers support to launch how are pros technology, more shaping and curl of the
innovative As Olaplex saw we is positioned into and beliefs, a leader, X solution, view. category by to we an that and expand new pro-first uniquely this segment, to led believe an a offer of innovation our scientific point opportunity core
consumers. businesses Olaplex within contains our continued our the with points technology quarterly demonstrates innovation growing bond desire unique composed to a and to to deep commitment with technologies successful XX pros showcases to tools portfolio new launch help need amino of all run new that broadening salon allows and strengthen provide shipping for they penetration difeliedbond support and our a peptide of This hair. reconnect Cortex Our multiple acids
X in take-home how maintenance. shape in and the of for the new Bond build our treatment treatment being cycle between product products showcase ongoing a We exemplify These service X another in-salon are second and complementary and or care the products home pro off one salon launching innovations offering, formula. one
treatment rebuilding curl bond gel And treatment gel curl professional Bond pattern. Shaper curls waves, lock X-step shape of reparative an in redefine shaper curl and at-home defining curl the repair, natural a coil. styling #XX natural to First, and is the defining that revives is second, thrilled
Pro elevating promise launch and of and Olaplex our education leadership transformation successful about is product delivering mind, any excited drives the are back team capabilities, all to processes we first shaper senior strong, strengthen additions. marketing With forefront product building of to are on culture development our execution bond among teams and innovation, the enhancing the coordination bringing to talent launches.
Central talented new cultivating offerings, With passionate is product as X enable this a to that sales, our our a and and we it. business with in our
at join experiences and She to initiatives as will that prior makes has of Olaplex. public operational fit Olaplex served XX. Catherine Chief Officer First, Officer Away, and strong Financial high-impact, financial Operating August effective GE. scale record strategic, Dunleavy Comcast, Nike, at following at of for a our high-growth Chief large organization her executing and NBCUniversal Catherine tenures Officer as Most recently, as a and companies at and great smaller track and Chief President, Financial mix a
develop as Katie Lancome of execute future Prestige vision. on the and in I Goeman, Kiel. successfully Marketing the brand. the for July including to she New and beauty from of York company held where and as growing brands, strategies at both of visions working creative company vision our be strategic and recently and career served we Katie L'Oreal, experience, office, look and the and half joined Katie Marketing Katie with XX. located Officer marketing Second, as brings various Catherine Chief most senior for nurturing, shaping spent the Officer Chief and retail brand them roles will forward first overseeing and marketing Marc Jacobs, significant her our creative on
Olaplex. Our vision developing and priority X both execution third critical I've our success. on joining as day alongside to the map future is focused preparing future planning the Since this and our road for long-term are organization, amplifying of been for current
these made what from for Olaplex struck insight X continuously before, I with so I critical concrete beliefs I've of our as for was directly. grounded stated from and requires brand. Olaplex our needs then to strategy transformation. level partners on day harnessing in and consumers and that by commitment that And design wanted future of so have the the also have path research the passion understanding to ensure I been future many As and revolutionary engaged stylists our
of future. progress Olaplex framework strategic with partners with to and very we promise and plan can us interest of reparative, our our to in over that long-term innovation provide build I Olaplex sustained in on market we sharing of our on not financial openness Olaplex XXXX.
In a this map end, and to will is audiences. evolution that considerable have to messaging, discipline. broaden important and emotional our an strong usage and education our and bring for Olaplex The Patrick. are have show foster the come achieving associations all our We for pleased at health. our believe perception look that upon, including our the with I does quarter, the long-term early opportunities industry-leading key to such, and what focus strategy. are connections however, deeper Much on year-to-date. and undertook growth strong on top-tier a and study our future. with the improve our improve road positive today to clarity share there influence and we for in As and return long-range to establishing now intense effective. there executing still we brand future towards that hair upgrade believe our We're the to the not vision we insights is summary, And capability mean, brand direction is We pass Olaplex. remains will the That Olaplex as we to study consumers with enthusiasm innovative, progress brand healthy new initiative details made to meaningful forward our as with brand plan profitability. and unique deliver more to reach, it develop that, with To an track during expect professionals, strategies