L'Oreal Paris Launches Mobile Style Studio for Women - Event Marketer

L’Oreal Paris Launches Mobile Style Studio for Women

DB_Silver_LOreal_2014 Ex
Brand: L'OREAL
Agency: MIRRORBALL
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2014

L’Oréal Paris wanted to help women understand that they each have individual hair needs and that they need an ongoing hair care regimen in order to keep their lovely locks healthy. To get that message out and help women “Change the life of their hair,” the brand introduced a diagnostic hair tool that can recommend the appropriate shampoo, conditioner and treatments for each woman.

The Mobile Style Studio brought that tool to women in eight key markets last year with deployments at high-end events and venues. The first interactions were with brand ambassadors who introduced the core concepts and discussed each guest’s current hair care regimen. Once the consumers got up to the experience, they spun a prize wheel for a sample before stepping into the “Sensory Bar.” In the bar, the ladies got to know the Advanced Haircare products and, when a chair was ready, they sat down for a treatment with a L’Oréal Paris hair professional. This is when the pro performed the hair diagnosis, thanks to the hair tool, and showed the guests what kind of damage they had.

The consultation culminated with a recommendation for the appropriate corrective products. Guests who didn’t want to do the consult still got a wash and blow out, before grabbing a branded comb and taking a prop-laden shot at the photo activation station, which could be shared to Twitter and Instagram using the hashtag #AskHairGenius. The Studio was made out of a shipping container that folded up for travel, or unfolded for activations into a 32-foot by 16-foot space, with five sink stations in addition to the sensory and photo activation stations. The brand did almost 12,000 consultations and gave out nearly 100,000 samples. Magnifique.

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