Achieve your best blonde look - and some additional Blondefidence - with the help of L'Oréal Professionnel.
The campaign, by Channel T, marks the brand's first colour focused digital campaign and is fully integrated across social media and online channels.
To highlight the benefits of L'Oréal's blond range, the campaign showcases the story of four women on their way to their best blonde colour.
L’Oreal Professional Products Division head of digital and communications Kate Hughes said: “For the campaign we invited women from around Australia to apply via publishers social media and tell us why they wanted to become ‘Blondefident.’
"First ten then four were selected to take part in a full makeover with L’Oréal Professionnel hairdressers going to work to create individual new blonde looks for each girl.”
During the process all mirrors were covered, until the reveal at the end of each transformation. These four stories as well as a collection of other L’Oréal Professionnel blonde looks also feature on the campaign website.
Channel T director Paul Rhodes said: “It’s an inspiring idea. The channel specific content and media integration should generate a huge volume of conversation. Which we are hoping will ultimately drive consumers to specifically seek out L’Oréal Professionnel salons, as the only way to be confident they will get their perfect blonde”.
