Following a year unlike any other, where salons have faced many months of closures, L’Oréal Professionnel Paris is supporting it’s UK and Ireland salon partners with their biggest ever consumer campaign: ‘French Balayage – Only in Salon’.
The desire to return to the salon, throughout the last 18 months, for professional colour services has been high; and a trip to the salon ranked as the number one experience, even before Covid-19, above activities such as shopping and weekends away.
Beyond the physical craft, incredible techniques and the transformations which shape our identities, that are only possible in the hands of the pro, a recent online survey found that 68% of British adults who get their hair done professionally agree that having their hair done supports their mental health and wellbeing. So now as we continue to look forward to returning to social life and having more connections, the demand for in-salon experience has never been more relevant.
L’Oréal Professionel Paris has been leading many initiative throughout the pandemic to show solidarity for the salon industry, and were recently awarded the ‘Special Jury Award and Accolade’ by Marie Claire for ‘Outstanding Contribution of Solidarity and Support for the Hairdressing Industry’. In February, their ‘Hair the Love’ campaign collaborated with Fashion Designer, Gareth Pugh, The Hair & Beauty Charity, and Haircuts4Homeless, to show support and love for hairdressers up and down the country, as well as supporting the most vulnerable beauty professionals facing challenges. The brand is now announcing it’s biggest ever salon solidarity initiative: ‘French Balayage: Only in Salon’, a £1million investment consumer media campaign, which aims to directly drive consumers into salon for their professional colour services.
The initiative is officially live, and will run until September 2021; all consumers need to do is book an appointment in a participating salon – register and find participating UK salons here, or one in Ireland here – attend their salon colour experience and after their appointment, upload their receipt onto lauynour online platform to claim back £10.
