L’Oréal Professionnel Paris launches salon solidarity initiative

L’Oréal Professionnel Paris has announced that it is supporting its salon partners across Ireland and the UK with its biggest ever consumer media campaign.

French Balayage – Only In Salon is a promotion to directly drive consumers into salons for professional colour services. Worth over €1.2m, it's the brand’s biggest ever salon solidarity initiative and it aims to boost the bounce back of hair salons post-lockdown.

The new campaign focuses on balayage, a technique that is only achievable in the hands of a professional. Balayage is currently a top trending look, with searches for it up by +550% month-on-month, according to Google statistics.

French Balayage – Only In Salon will include media advertising reaching out to 12 million people; big influencer names showcasing their colour transformations; and tens of thousands of L’Oréal Professionnel subsidised coupons, where consumers can claim €10 off of their colour appointment this summer, driving footfall to local salons across the country.

According to L’Oréal Professionnel Paris, the new campaign showcases the perfectly blended painting technique and professional difference that all consumers are craving, as well as the journey of the perfect Parisian-chic look, which is all about top-up visits to the salon to keep brassiness at bay and seamlessly transition through the seasons to keep the result looking natural.

The campaign has now launched and L’Oréal Professionnel Paris is inviting everyone to celebrate this summer and support their local salon by starting with a visit for their professional and personalised colour service.

Running until September 2021, all clients need to do is book an appointment in a participating salon, attend their salon colour experience, then upload their receipt onto the online platform to claim back €10.