Style Squad Helps L'Oréal Engage and Empower Women - Event Marketer

Style Squad Helps L’Oréal Engage and Empower Women

DB_Loreal_2007 Ex
Brand: L'OREAL
Agency: AMP AGENCY
Awards: EX AWARDS — BEST MULTICULTURAL EVENT CAMPAIGN
Year: 2007

Seeing the name Carson and the word style in the same sentence kinda made us think about Carson Kressley, the most fabulous and fashionable member of Queer Eye’s fab five. Well, L’Oréal’s SoftSheen-Carson took a cue from the style guru and his equally hip friends when it unleashed its own team of style pros on board a mobile tour aimed at highlighting SSC products. The hook? Encouraging women of color to rediscover their personal style and empowering them to be beautiful.

Hairdressers, dubbed the Style Squad, coiffed visitors using SSC products. Consumers could visualize their own new looks via interactive virtual makeovers. Professional stylists offered one-on-one consultations, including lists that explained which SSC products they could use to get the right look. Thanks to a partnership with a sister brand, L’Oreal’s HIP cosmetics, participants could get their faces done, too.

And a green-screen photo op let guests walk away with framed photos of themselves sporting their new ‘do on a faux cover of Vibe Vixen magazine—not to mention a handful of SSC product samples.

The setup also included a mini-retail environment, with products available at a discount, and, through the Vibe partnership, a model search open to women 18 to 30. Guest judges including Destiny’s Child’s Kelly Rowland picked one winner in each market. Speaking of winners, the tour itself came through for L’Oreal, with 85 percent of participants saying they planned to try at least two SSC products post event (while only 40 percent had planned to try one before attending).

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