Marketing Campaign created with L'Oréal Professionel to strengthen the bond between the brand and hairdressers. It includes an in depth market study, and a marketing campaign with online strategy, events and an app, as well as a budget.

2. Marta CuadradoEline Bau
Louis De TroyMelissa Moura
Laure Gerard

3. M A R K E T
5 7 , 0 0 0
SALONS IN SPAIN
5 0 %
SPANISH’ SALONS USE
L’ORÉAL PRODUCTS
6 7
L’ORÉAL SALES
REPRESENTATIVES IN
SPAIN

4. 5 7 , 0 0 0
SALONS IN SPAIN
5 0 %
SPANISH’ SALONS USE
L’ORÉAL PRODUCTS
6 7
L’ORÉAL SALES
REPRESENTATIVES IN
SPAIN
W H A T H A I R D R E S S E R S
T H I N K A B O U T L ' O R E A L
P R O F E S S I O N A L ?

5. I N T E R V I E W S
In-depth interviews
11 different salons in
Madrid
Useful insights
Needs and instrisical
motivations of
hairdressers

6. CHALLENGES
Client's loyalty
Sales reps change
frequently
Offered courses not
always adapted to
their levels
PRODUCTS
Great quality
& variety
Prices too high to
offered quality
HAIRDRESSERS
Trendy, bit crazy
artists. inspired by
people. Undermined
Looking for quality
but also to feel
suport by a brand
MOST IMPORTANT
INSIGHTS

7. Love Happiness
Art Image
WHA T BEING A HA IRDRESSER MEA NS
FOR THEM

8. “I DEFINE MYSELF AS A HAIRSTYLIST, NOT
A HAIRDRESSER. I CONSIDER MYSELF AN
ARTIST AND I WANT PEOPLE TO SEE ME
THAT WAY BECAUSE MY VISION FOR MY
JOB IS THE ONE OF AN ARTIST. I WORK
WITH EMOTIONS: IF SOMEONE COMES IN
SAD, I MAKE THEM HAPPY. I TURN MY JOB
INTO SOMETHING CREATIVE.”
DAVID, HAIRDSTYLIST AT CARCHE

9. Meet our persona

10. 5 7 , 0 0 0
SALONS IN SPAIN
5 0 %
SPANISH’ SALONS USE
L’ORÉAL PRODUCTS
6 7
L’ORÉAL SALES
REPRESENTATIVES IN
SPAIN
W H A T A R E O U R
C O M P E T I T O R S D O I N G ?

11. SALONS IN SPAIN
5 0 %
#STRONGBONDS community!
Ask hairdressers and their clients
to share their special stories
together. They can win a trip to
Los Angeles for 2 – including a
meet & greet with a Schwarzkopf
Professional VIP hairdresser!

12. SALONS IN SPAIN
5 0 %
Style Masters Contest
Revlon Professional Style Masters has created a platform that gives
hairdressers the chance to express themselves as artists and showcase
their most creative work. The Style Master philosophy is the creation of a
collection based on the 1 cut, 3 looks concept.

13. SALONS IN SPAIN
5 0 %
TrendVision 2016 Award
TrendVision 2016 is a day of top hair talent, impressive runway
hair fashion shows, the International TrendVision Award
competition, and the highly anticipated reveal of Wella's 2017
hair trends.

14. 5 7 , 0 0 0
SALONS IN SPAIN
5 0 %
SPANISH’ SALONS USE
L’ORÉAL PRODUCTS
6 7
L’ORÉAL SALES
REPRESENTATIVES IN
SPAIN
W H A T W I L L W E D O ?

15. DESIGN & DELIVERY
YOUR PARTNER APP
By L'oreal Professional

16. 5 7 , 0 0 0
SALONS IN SPAIN
5 0 %
SPANISH’ SALONS USE
L’ORÉAL PRODUCTS
6 7
L’ORÉAL SALES
REPRESENTATIVES IN
SPAIN

17. COMMUNITY PROFILE CHAT EDUCATION
Forum
Staff Swap
Exchange
Program
Portfolio
Wall
Grading
Sales Reps Level
Assessment
Direct links to
online courses
Business Plus

18. POSTS ANSWERS RATESREVIEWS
DISCOUNTS
AND MORE!
LOYALTY PROGRAM

19. WHO DOESN'T LOVE TO HAVE A
GOOD TIME?

20. L'OREART FESTIVAL
We’ll turn our loyalty program into a festival to
encourage hairdressers to gather together, build
a strong community and unleash their inner
artists.

21. CREATIVITY
We want the
hairdressers to
unleash their
inner artists and
feel valued, while
providing
innovation and
collaboration
about hairstyling
and challenges
faced.
The festival will be
held at an open
space outside
Madrid.
SPACE
PEOPLE
We want people
who share the
passion for
hairdressing to
gather together
and create a
passionate and
strong community.
WHAT IS THE FESTIVAL
ABOUT

22. U N L E A S H
Y O U R C R E A T I V E
P O W E R
Based in the
app' s
engagement:
top 100 most
loyal users
Sponsored
activities that
encourage
interaction and
fun: painting
walls, photo
booth, movie
posters, food
trucks, djs.
Distribution of
samples of
L’ oreal
products and
products with
discounts
Workshops
to experiment,
create and learn
about the hair
trends and
challenges
faced

24. 3 6 0 M A R K E T I N G
P L A N
Owned
properties
Earned
media
Paid media
Social
platforms

25. Owned
properties
Social
platforms
Embassies

26. Owned
Properties
Blog with reviews
on l'Oréal Professionnel
Website
Digital Properties
Catalogue
L’Oréal Professionnel
made me feel supported
from the very first moment.
They understand my
artistic vision and
encourage it, they just get
me!
Emailing

27. Paid media
Advertising in Specialized Hairdresser’s
Magazines
Instagram Sponsored
Posts
Advertising

28. Facebook Targeted Ads

29. YOUR
Banner for the event

30. Earned
media
Social
platforms
Influencer Engagement
Guy TangPatricia Nikole

34. Rewarded with Discount on L’Oréal
Professionnel Products
&
Invitation to the L’OREART Festival
€3.000

37. Advertising in Specialized
Hairdresser’s Magazines:
€10.000
Catalogue:
€5.000
Instagram
Sponsored Posts:
CPC €0,41
Facebook Campaign +
Facebook Targeted Ads:
€7/day
Google Remarketing through
code tags & cookies:
€265/week

38. THANK YOU!
ANY QUESTIONS?