Uploaded byMarta Cuadrado Mancy
L'Oréal Professionel - Hairdressers Campaign
The document discusses insights from in-depth interviews with hairdressers in Spain, focusing on their perception of L'Oréal products and the challenges they face in their industry. It outlines strategies for fostering community among hairdressers, including the launch of a loyalty program and the L'Oreart Festival aimed at encouraging creativity and support. Additionally, it mentions competitors' initiatives and a comprehensive marketing plan involving various media channels to engage the target audience.
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L'Oréal Professionel - Hairdressers Campaign
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- 3. M A RK 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 TE 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 repschange 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 WHAT BEING A HA IRDRESSER MEA NS FOR THEM
- 8. “I DEFINE MYSELFAS 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
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- 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 50 % #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 50 % 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 50 % 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 YOURPARTNER 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 CHATEDUCATION Forum Staff Swap Exchange Program Portfolio Wall Grading Sales Reps Level Assessment Direct links to online courses Business Plus
- 18. POSTS ANSWERS RATESREVIEWS DISCOUNTS ANDMORE! LOYALTY PROGRAM
- 19. WHO DOESN'T LOVETO HAVE A GOOD TIME?
- 20. L'OREART FESTIVAL We’ll turnour 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 hairdressersto 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 LE 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 0M A R K E T I N G P L A N Owned properties Earned media Paid media Social platforms
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- 26. Owned Properties Blog with reviews onl'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 inSpecialized Hairdresser’s Magazines Instagram Sponsored Posts Advertising
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- 29. YOUR Banner for theevent
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- 34. Rewarded with Discounton L’Oréal Professionnel Products & Invitation to the L’OREART Festival €3.000
- 37. Advertising in Specialized Hairdresser’sMagazines: €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
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