Challenge
Many females lack confidence when it comes to going blonde, they might have had a bad experience in the past or are just unsure how it will turn out.
How do we instil confidence so that consumers will ask their Salon for a L’Oreal Professionnel® Blonde treatment?
Idea
#Blondefident
Giving women the confidence to shine as a beautiful blonde thanks to L’Oreal Professionnel®
We put a call out to women looking for the Ultimate Blonde Experience by using key magazines and social media.
Selected women were treated to a VIP makeover experience by L’Oreal Professionnel® Salon Experts, which not only captured their Blonde transformation, but inspired loads of great content, which was shared and amplified through media.
An e-book of blonde was created for the L’Oreal Professionnel® website, where consumers could decide on a look and then reach out to their local salon. We made it easy for consumers to find a salon by ensuring the certified L’Oreal salon finder was a key part of the digital experience.
Influencers and consumers were encouraged to share their L’Oreal Professionnel® blonde experience, at the website and through social media.
The campaign has also been extended to run as a theme L’Oreal is running in fashion shows - #Blondefident runway.
TRANSFORMING PERFORMANCE
- 14% sales increase in Certified Salons
- 50% of all women reached nationally (over 5.2million reached)
- Engagement rate of 3.4% vs KPI of 1.3%
- 1200 Blonde UGC submissions
- Success in Australia has lead to L’Oreal activating #Blondefident globally
