Hair

Bring back the bombshell!

Tuesday, 25th August 2015by culture HQ
Flying in the face of what we’re going to call the crazily coloured hair culture that has come to define the industry, comes L’Oréal Professionnel’s latest campaign… currently acting as the metaphorical toner to the oft-overlooked and ageing blonde systems that so desperately needed a universal freshen up!

WHILST IN THE PAST WE’VE BEEN RELATIVELY RESTRICTED IN HOW WE CAN ALTER OUR COLOUR, RECENT POP CULTURE AND THE ONSET OF ONLINE TREND REPORTING HAVE ACTED TO WIDEN THE SCOPE OF POSSIBILITIES EXPONENTIALLY – WITH PASTELS, TEAL TIPS AND BRIGHTLY HUED BOBS TAKING OVER THE PUBLIC SPHERE. INTERESTINGLY ENOUGH, HOWEVER, WITH THIS RISE IN CREATIVE COLOURING HAS ALSO COME A BACKLASH OF SORTS AND A STEEP INCLINE RELATING TO THE QUALITY OF PRODUCTS AND SERVICES ON THE MARKET FOR THOSE BUCKING THE TREND AND STICKING TO THEIR BLONDE ROOTS. ENTER THE ARMY OF HAIR PRODUCTS AND COLOURING SERVICES STAUNCHLY PROTECTIVE OF THE INTEGRITY OF MORE TRADITIONAL COLOURS, HELL BENT ON PROVING THAT THESE SHADES CAN BE JUST AS UNIQUE AS THEIR PASTEL COUNTERPARTS.

Cheering loudly for Team Blonde is L’Oréal Professionnel, who has arrived on the scene guns blazing and ready to defend the integrity of blonde-kind with its modernised in-salon Blond Studio collection – a range of lightening products for every blonde look imaginable. Blonding is such an important part of salon services; in fact, 70% of in-salon colour services use some kind of lightening product! Declaring 2015 to be Year of the Blonde, the fair-haired enthusiasts over at L’Oréal Professionnel have embarked on a nation-wide campaign which stems from the powerful consumer insight that there can be an air of uncertainty walking into a salon, wondering whether their hair’s condition will be compromised as a result of colouring and that the blonde will suit their particular skin tone or eye colour.

The campaign expertly transforms real Australian women into their – wait for it – most #BLONDEFIDENT! What is BLONDEFIDENCE, I hear you ask? Blonde + Confident = BLONDEFIDENT. In essence, it’s the confidence to shine as a brilliant blonde, with the expertise of a L’Oréal Professionnel Salon behind you. With the notion that no two blondes are exactly the same heralding their war cry, we can’t think of a pioneer more suited to this most noble of causes.

Now, for the million dollar question… Are you #BLONDEFIDENT? Whether a consumer is blonde already and in need of a colour boost or a brunette with a desire to lighten up, L’Oréal Professionnel wants to help 6 million women in Australia to attain their most #BLONDEFIDENT selves possible. The new campaign will focus on spreading the word that blonde is back (okay, it never really left!) through social media, and a purpose built website has just been launched which houses the ever-growing “Book of Blonde” – an online gallery of looks to suit every woman from platinum to blonde and even bronde!

This compilation generated by L’Oréal Professionnel Blonde Specialists will drive customers into L’Oréal Professionnel Preferred Blonde Salons – the only place where they can become their most #BLONDEFIDENT self.

One of these Australian women proudly joining the rally for universal blondefidence is Anna, who allowed the L’Oréal Professionnel cameras to document her journey to becoming #BLONDEFIDENT. Her pre-campaign, brassy hued ‘do wasn’t really allowing her to live up to her brightest best. How did she feel, pre L’Oréal Professionnel? “The way that I feel about my hair is pretty much the way I feel about myself in general – unsure. It’s just not me right now.” One makeover later, complete with bangs and blondefident overhaul? “Holy ****!” she exclaimed. “Oh my God, I have no idea who that is! Wow, well that is definitely Blondefident!”

Check out her transformation at the hands of the L’Oréal Professionnel team, and get inspired to unleash your most #BLONDEFIDENT self yet!

 


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Tuesday, 25th August 2015by culture HQ