L’Oréal Professionnel Name Car Winners in SMARTBOND Campaign

Congratulations are in order for a salon, a hairdresser and their client who are each driving away with a car, thanks to L’Oréal Professionnel and their SMARTBOND campaign. Congratulations to Baylwin hair salon, Duesenberg, and their hairdresser Joanna Ryan for being named the winner, as well as their client Debbie O’Halloran who will also be driving away with a car.

The brand partnered with French automotive company, Citroën, to offer one stylist and consumer the chance to win a luxe Citroën C3 with every SMARTBOND service in salon, performed from August 1 to October 31, 2018.

The dynamic competition allowed hairdressers to open up the conversation about SMARTBOND in unique and interesting ways, with prizes on offer for either side of the chair.

On winning the competition, Joanne was ecstatic. “I was shocked, I thought it was a joke! But I am so happy! I love colouring with SMARTBOND – it allowed me to push the limits creatively as a colourist – so it’s a real win-win,” she said.

The win wasn’t without its share of passion and effort – Joanne entered 48 times with her services and the salon, which has partnered with the brand for 23 years, entered 100 times in total. As the winning client, Debbie will be giving the car to her daughter for her upcoming 18^th birthday, with the wish fulfilment possible due to L’Oréal Professionnel.

The brand’s complementary campaign partnered with top hair artists and digital influencers to create dynamic SMARTBOND hair transformations at the L’Oréal Training Academy in Sydney, as headlined by Aussie actress and model Ellie Gonsalves.

With the use of SMARTBOND, L’Oréal Professionnel’s pinnacle bond strengthening system, hair heroes Damien Rinaldo and Adriana Marmino of Boris the Cuttery SA took Ellie from brunette to Californian Copper. With a reach that extends to 1.6 million Instagram followers, Ellie’s dramatic change was basically the hair transformation witnessed around the country.

Other influencers such as Rachel Tee Tyler, who went from black hair to ice blonde, Elle Morris, who went from brunette to bronde, Chanel Stewart, who was transformed from a chestnut brown to a rich dark brunette and Georgia Ansell, who was taken from a blonde root stretch to a refreshed blonde, put their hair (and trust) into the brand’s capable hands for total, internet-breaking hair transformations. These influencers then, fittingly, posed in front of luxe cars for a cool, on theme shoot.