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L’Oréal Professionnel Australia Announces Dannii Minogue as First Local Muse

Dannii Minogue may be an international mega-star, but in sitting down with her at the Langham Sydney to talk about everything from her new venture with L’Oréal Professionnel, to her recent transition back to blonde, to 80s horror hair stories, a thought struck me – Dannii could be any one of your clients, and her dramatic hair change with the brand’s ground-breaking new Smartbond technology, shows them all that 2017 is the year of transformation.

No, your clients’ hair changes won’t make national headlines like Dannii’s did, but at the end of the day Dannii is a working mother with a limited amount of time to devote to her hair, a social media user who’s every look is zoomed in on and scrutinised and an experienced traveller who often has to bounce between salons when in other states or countries – which of your clients can’t relate to that?

These applicable hair struggles form the basis of Dannii’s new partnership with L’Oréal Professionnel, where she’ll act as the brand’s first local hair muse, launching the relationship with the aforementioned turn to blonde. Dannii stepped into Xiang QV Salon Melbourne with her famous brunette locks, put her hair in the hands of L’Oréal Professionnel Colourist, Danielle Solier and emerged with blonde hair for the first time since the 90s. Her enthusiastic initial response was captured and shared widely on social media feeds Australia-wide, and you can witness it for yourself below.

“I’m so excited to debut my hair transformation, which I just love,” Danni enthused. “I love innovation in beauty and I’ve been looking for a product that would take blonde to the next level for me. The L’Oréal Professionnel team and Smartbond have transformed my colour, but the salon service has also kept my hair strong and protected.”

The new technology acts as a protecting and strengthening service, simply added to the colour to ensure no extra time is spent in the chair (again, a priority for so many modern women) and allowing for colour flexibility without sacrificing on health. Having wanted to go back to blonde for a while, Dannii’s recent decision came from both her trust in L’Oréal Professionnel to take care of her hair, as well as the somewhat pedestrian notion of simply having more time.

“I had wanted to go back to blonde for some time, but being a Mum, last year I wanted to get my son settled into school, and I just didn’t really feel like other distractions; I feel like now I’ve gotten back to me,” she shared. “The old me is so experimental with hair and trying everything, but I just wanted to get settled into [motherhood] and went into this whole mother earth phase, the focus wasn’t on me, and now that my son’s becoming more independent with going to school, it felt like the right time.”

Where every client will have vested interest in their hair health, and the ability to colour their hair without it becoming damaged, Dannii’s hair concerns (and therefore the trust she must put in her salons and brands) is heightened further, due to being in the public eye and how much she has to style her hair while being in the entertainment industry.

“For what I do for work my hair is constantly styled so I have to be very careful about what I choose to do with it and who’s touching it,” she said. “Then with high definition TV and televisions being so large these days, you have to be even more careful.”

Although her position on your primetime TV screen seems unique, Dannii points out that we’re now all in the public spectre, with the looming presence of social media and the all-new Instagram feature allowing users to zoom in ensuring all your clients – famous or not – can settle for nothing less than perfection. “I think everyone’s become more discerning about the quality of the picture, the product and how you apply it,” she said, noting that brands have to keep up, releasing technologies that cater to a society where everyone’s now an aesthetic expert.

What does differentiate Dannii from your many clients is that she grew up on the screen, with many Google-able images of her past hair mishaps still available today. Like all of us, anything Dannii does is now saved in the Internet’s memory forever, and so the stakes, for both clients and hairdressers, are high.

“In the 80s there are pictures of my hair with blonde colour in it, with a perm and having it tonged on top of that, it’s just crazy,” she laughed. “When I was a young teenager I had this frizz that was fried and permed and just went straight up with so much hairspray, and that just seemed totally normal, that’s when you would go to a hair salon and fry your hair. It’s mad how much times have changed.”

Times have changed enough for your clients to put so much of their faith in you, the hairdresser, as Dannii did with L’Oréal Professionnel. This is thanks to new technology that allows you to assess, protect and adequately treat hair, as well as increasing education and upskilling in the hair industry, permitting more choice and assurance than ever before.

With Dannii’s newfound leap into blonde catapulting the partnership, she’ll also be involved as a representative of the brand across a multitude of platforms, from radio and TV to editorial shoots.

“We are thrilled to partner with such an incredible beauty like Dannii Minogue to coincide with the launch of L’Oréal Professionnel Smartbond,” said Olga Zanetti, General Manager of L’Oréal Professionnel Australia. “She completely embodies the spirit of the L’Oréal Professionnel woman, connecting with our consumers all across Australia. From her style to her outstanding career and personal achievements, her association with L’Oréal Professionnel Australia sparks an exciting new era for the brand in 2017.”

Yes, Dannii Minogue really is the quintessential L’Oréal Professionnel woman, a working mother under the spotlight of social media (and, more uniquely, TV cameras), who has to have confidence in her salon wherever she may find herself – and now, thanks to Smartbond, she does.

“L’Oréal Professionnel said that when you sit in a seat with their colourist you can be absolutely sure that you’re in good hands and they know exactly what they’re doing,” Danni said. “My next colour appointment will be in London with someone I’ve never worked with before, but I feel absolutely confident, so it’s about choosing good salons, good product and asking questions.”

And with this confidence, which headlines does Dannii think she’ll take her hair colour to next?

“I totally 100 per cent want to try pink in it,” Danni said, commenting that she should probably time it around the school holidays so she doesn’t have to face the school drop off with bright colour, in a conversation we’re sure you’ve had with many of your mother clients.

“I love all those ice lolly colours so that is something that I want to try, I think it’s me just getting back into this, the more brave decisions with hair, it would be fun to experiment and try new styles.”

If she can do it, any modern L’Oréal Professionnel woman can.

For more information visit lorealprofessionnel.com.au

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