L’Oréal Professional Products Division have teamed up with renowned fashion designer Gareth Pugh to create the #HAIRTHELOVE2021 campaign this February.
#HairTheLove2021 Free Exclusive Event!
Date: 11th February 2021
Location: HJ Facebook Page
About: HJ are hosting an exclusive event in partnership with L’Oréal Professional which celebrates you, our UK & Ireland Hairdressing community; the event will feature a panel of Industry experts speaking about the essential role hairdressers play within our communities.
Panellists: Josh Miller, Sally Brooks, Stewart Roberts, and Sonia Haria
Watch the full mini documentary here.
What is #HairTheLove2021?
More than ever the role that hairdressers play within our lives, and in wider society, has become even more essential than we perhaps realised, but now made irrefutably apparent by the pandemic.
The L’Oréal Professional Products #HAIRTHELOVE2021 campaign marks a moment for consumers to acknowledge and celebrate their hairdresser by sharing a specially designed tile on social media and declaring who their ‘Hair Belongs To’, tagging their hairdresser and salon. This not only helps to support and raise awareness for an Industry that gives so much to the society, but the campaign will provide a boost for all hairdressers at a time when salons are closed and are facing many challenges.
The #HAIRTHELOVE2021 campaign features a series of content, including a mini documentary that brings to life the essential role of hairdressers and salons within society. From being the heart of the High Street as service hubs for experiences powered by human touch, something craved now more than ever, to supporting people’s wellbeing, as a recent online survey revealed, 68% (over two thirds) of British adults who get their hair done professionally agree that having their hair done supports their mental health and wellbeing*. To the economic impact, with hairdressing services being the largest contributor to the British Beauty Economy at over £6bn****, as well as providing a vast number of jobs for apprenticeships and people of all ages.
Brought to life with three individual case studies and stories, the documentary features – and evidences – just how essential the role of hairdressing in society is and has increasingly become over the past year:
- Josh Miller from Charlie Miller Salons in Scotland shares the story of a 40-year family heritage on Scotland’s High Streets and we hear from a client whose journey has spanned those 40 years from childhood to adulthood. Sarah (the client) shares the impact the relationship with Charlie Miller has had on her life and how her hairdresser has been there for pivotal moments of support
- Sally Brooks, Co-Founder of Brooks & Brooks Salons and three times winner and current British Hairdresser of the Year, shares alongside some of her young talent the creative vocation that hairdressing offers for young people and the role in which hairdressers play in helping people to shape their identity and inspire confidence and wellbeing
- Stewart Roberts, Haircuts4Homeless tells his story of setting up a charity that uses his craft to help transform lives for some of the most vulnerable people in society
Alongside the documentary, and short social edits of the compelling stories, L’Oréal Professional Products is calling for all consumers to get involved by sharing a specially designed social post that coincides with Valentine’s Day – a time to declare your love. Renowned Fashion Designer Gareth Pugh, who has had a long-standing partnership with brand L’Oréal Profesionnel Paris, has designed a beautiful social media post for everyone to share on their social grids in support of their hairdresser. The design features a heart to symbolise love and a declaration: “My Hair Belongs To”, so that consumers can tag and recognise their personal hairdresser and salon. By posting on grids and using #HAIRTHELOVE2021 as well as tagging @lorealpro, L’Oréal Professional Products will be donating to the Hair & Beauty Charity, a charity that supports hair and beauty professionals in need, as well as donating to Haircuts4Homeless**.
With professional hairdressing services being something that can never be automated, not only is #HAIRTHELOVE2021 a moment to truly thank hairdressers for supporting our wellbeing, but it is a campaign to recognise an Industry that will be a pillar of support for the High Street now and in the future.
You can download the Social Media tiles here.
Join us on Instagram (@britishbeautycouncil) at 12:30pm on Friday 12th February for an Instagram LIVE with Sally Brooks and Stewart Roberts.
*This survey was done by YouGov. 4257 adults were surveyed, and field work was undertaken between 19th and 20th Nov 2020. All the figures are from YouGov plc.
** Post the social media asset designed by Gareth Pugh (https://www.lorealprofessionnel.co.uk/loreal-hair-the-love-2021) for #HairTheLove2021 to your feed on your public Instagram account using #HairTheLove2021. For each qualifying post during this time period, we will donate £1 to the Hair & Beauty Charity and £1 to Haircuts4Homeless up to a total of £10,000 (£5,000 per charity). Please see (https://www.lorealprofessionnel.co.uk/hair-the-love-2021-terms-and-conditions) for full T&Cs. Promoter: L’Oréal (U.K.) Limited. Hair and Beauty Charity, registered charity no. 1166298. Haircuts4Homeless, registered charity no 1182870.
*** Research carried out by One Poll on behalf of L’Oréal Professional Products Division. This was an online poll of 2,000 UK adults (nationally representative sample). The research was conducted between 21/01/2020 and 24/01/2020.
**** The Value of Beauty July 2019, British Beauty Council