L’Oreal Paris is traveling the country with a mobile luxury hair salon to raise awareness for its new Advanced Haircare line of products. Attendees receive hair washes with L’Oreal products, samples and personalized consultations with stylists trained in hair analysis.
Called The Studio, the salon is fabricated from a 20-foot steel shipping container that hydraulically expands to over 480 square feet of activation space in just a matter of minutes. The activation is outfitted with four styling stations, a hair washing station with running water, a sensory bar that features textures and smells to educate attendees on the new products and a branded photo capture station. Attendees receive one-on-one hair consultations with stylists who utilize a handheld video microscope diagnostic tool connected to a computer tablet that reveals the damage to their hair caused by heat, styling and sun. Based on this feedback, the stylists prescribe the appropriate shampoos, conditioners and treatments to remedy the damage and recommend a daily hair care regimen.
“L’Oreal Paris is putting a new emphasis on experiential engagement,” Michel Fahmy, vp-hair care marketing at L’Oreal Paris, told Buzz. “It’s important to us to make emotional connections with our consumers and the use of our video microscope creates an opportunity to deliver a very meaningful connection. Our slogan is ‘Change the Life of Your Hair’—and we’re helping consumers do just that in an informative and fun engagement.”
The Studio debuted in March at Carnevale on the Mile in Coral Gables, FL, and will travel to festivals and fairs across the country through the end of summer. Agencies: Mirrorball, New York City; Vehicle Fabrication: Aardvark, Philadelphia.