L’OREAL PROFESSIONNEL- HEAD UP CAMPAIGN
In May 2023, L’Oréal Professionnel is proud to launch Head Up, to support and provide resources to the hairstylists’ community.
In 2023, L’Oréal Professionnel announces its further commitment through the launch of Head Up as mental health is a key topic for the community. Indeed, the brand conducted two studies which revealed that mental health is the #13 challenge for hair pros within 6 countries, and that 65% of hairstylists have experienced anxiety, burnout or depression during their professional career.
Service
Art Direction: Digital
Client
L’Oréal Professionnel
Year
2023
TEASER + HERO FILM + TESTIMONIALS
Raise awareness of mental health challenges facing hairdressers and provide them with accessible resources.
AWARENESS FOR THE PRO'S
Key objectives.
The editorial unique opportunity of Head Up.
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Drive brand awareness on our mission to elevate the profession.
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Enhance the truly emotional link between hairstylists and their consumers, asno other pro brand is doing it today.
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Educate massively stylists on all the aspects of mental health.
KEY VISUAL
Recreate symbol with employees.
Objective: pay tribute to Pros and humanise the movement.
Through a series of four insightful episodes on their YouTube channel, the campaign takes a deep dive into the often-neglected realm of mental well-being for hairdressers.
In a bid to share invaluable tools for the care and enhancement of mental wellness, L'Oréal Professionnel introduced "Head Up Keys." This collection of free training modules is designed to provide practical solutions and support, allowing hairdressers to thrive not only in their craft but also in their overall well-being.
EPISODIC CONVERSATIONS
EDUCATIONAL COLLATERALS:
THE BRAND-INFUSED APPROACH
In the realm of internal education, we took the essence of L'Oréal Professionnel's brand and seamlessly wove it into various collaterals.
From vibrant newsletters that kept teams informed and engaged to dynamic digital screens that delivered key messages with visual impact, our goal was to maintain the brand's authenticity and codes throughout. We also ventured into internal branding, ensuring that the spirit of L'Oréal Professionnel permeated every aspect of the organization.
