L’Oreal produces show targeting Haircare enthusiasts
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The Run Le Hair Show produced by L’Oreal aims to unite the global hair community, up-skilling and inspiring through a series of digital broadcasts
As a part of its marketing strategy, the L’Oreal’s Professional Products division is producing a seven-episode series, called Run Le Hair Show. The show primarily targets hairdressers and stylists.
This innovative, 100 per cent digital show is part-web series, part-talk show, and celebrates the role and cultural impact of hair pros across the world. It’s designed to reinvent the way hair professionals connect and is the latest initiative at the heart of L’Oreal Professionnel’s mission to support stylists. Season one of the show is hosted by fashion journalist Peggy Frey and designer Charlie le Mindu along with celebrity hairdresser Min Kim. In each if the 45 min episode , the eminent stylist will discuss trends, conduct interviews with industry leaders and conduct ‘Masterclasses’. The content is designed to appeal to non-professionals with an interest in haircare as well.
The first season will air on YouTube, with shorter segments aired directly onto social platforms like Instagram and Facebook. “The brand’s goal is to support hair professionals with the right products and services, but at the same time help them shine by driving more clients to their salons. It is a tricky balance that a TV ad wouldn’t solve,” clarifies Christine Milan, chief strategy officer at Publicis Luxe, the ad agency which worked with L’Oreal on the series. “Pros want to be inspired, to learn and to be visible, while their potential clients are increasingly interested in niche pro expertise and hair culture. We started by imagining a hybrid content format, made by pros for pros, that would also appeal to anybody interested in hair.” Local markets including France, China, Spain, Portugal and the Middle East will also invest in media to promote the show on social.
Image for illustration purpose only.
The beauty major hopes to premiere season two on OTT channels like Netflix or Amazon. Ad-free streaming has gone from a novelty to becoming the expectation of TV audiences, especially for millennials and gen Z. According to a survey by Wattpad, a digital publishing platform, nearly half (45%) of gen Z hardly ever or never watch linear TV.
The first episode‘La Première’ of the Run Le Hair Show airs on 16th May on YouTube.