L’Oréal Professionnel signed a sponsorship deal to become the official hair sponsor of The Championship at the BMW Sydney Racing Carnival (April 12th, 19th and 26th).
In order to tap into the conscientious consumer at the prestigious Sydney Racing Carnival, L’Oréal Professionnel set up a pop-up salon and catwalk marquee in a high visibility location near the Myer Marquee to encourage a connection with their latest products and in-salon services.
Tapping into a fashion savvy consumer audience L’Oréal Professionnel’s aim was to connect the consumer with the latest styling products, including the new Hairchalk while giving them the confidence to try something new and visit a L’Oréal Professionnel salon.
More than 90,000 consumers had access to the brand, utilizing a free hair touch up, Hairchalk application, SteamPod treatment and styling with the latest tecni.art products throughout the day. They were also given the opportunity to sign up and enter online to go into the draw to win one of $5,000 L’Oréal Professionnel styling kits.
Peter Thomsen presenting the L’Oréal Professionnel It Looks collection on stage
Along with take-away sample products, race day ready guests were provided with an exclusive offer to visit a participating NSW L’Oréal Professionnel salon (utilizing the new salon locator function on the L’Oréal Professionnel website) to receive a complimentary service greater or equal to $35. Options were to receive two Hairchalk colours, two tecni.art products or a Serie Expert Shampoo and Conditioner.
Styling hair for two exclusive catwalk demonstrations on the final day, Peter Thomsen from the Chelsea in Shellharbour impressed consumers with his relaxed yet knowledgeable take on styling – showcasing some of the latest looks from the L’Oréal Professionnel It Looks collection as well as some popular current street trends, including braiding, hairchalk colour and that real ‘Victoria’s Secret’ blowdry.
Peter Thomsen (centre) with assistant Daniel Cougan (Murphy Gozzard Hair Community) and models
As a tecni.art ambassador, Peter demonstrated some of the latest backstage secrets in a way the consumer could understand and take home and re-create. Beautiful hair was the sentiment for the L’Oréal Professionnel consumer and there was equal empowerment for guests to visit a L’Oréal Professionnel salon to experience some of the latest in-salon services and redeem some free products.
“The trends we are doing overseas is really what tecni.art is all about and this is how we are trying to connect with consumers. It’s great to be part of such a concept at Randwick Races and be able to present to consumers in a way that helps salons,” said Peter.
“Its great to have a salon brand support salons and drive consumers to try what we offer,” he said.
The L’Oréal Professionnel set up a pop-up salon at the BMW Sydney Racing Carnival
With an army of L’Oréal Professionnel hairdressers and ambassadors arming the pop up salon throughout the festival – consumers had access to professional hairdressing prowess like never before.
“We are trying to bring the runway focus into the salon. It’s really exciting to be able to incorporate both runway and salon. Using It Looks but diversifying the language for the consumer. It’s showcasing what L’Oréal Professionnel is about now and into the future,” Peter said.
For more information about L’Oréal Professionnel visit www.lorealprofessionnel.com.au.
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