Publicis Luxe and L'Oréal Professionnel Explore the Cultural Impact of Hairdressing
L'Oréal Professionnel and Publicis Luxe have launched RUN LE HAIR SHOW, a new hybrid model that reinvents communication for all professionals and enthusiasts of hair, colour and styling.
100% digital, the series celebrates the role and cultural impact of hairdressing in the world, and those who make it their business.
To co-design this new approach, the agency and its client were inspired by the showrunning methods of TV series, in order to create entertainment capable of democratising the celebration of one of the world's most widespread crafts: hairdressing.
This transition from traditional product brand communication to a media brand makes it possible to place content at the centre of the L'Oréal Professionnel experience, in order to better support its holistic activity at the service of hairdressing: at once a talk show, a report and a demonstration, the show inspires, trains, explains, and highlights the masters of the profession as well as new talent throughout the world. L'Oréal Professionnel products and services also have a natural place in the show, with links to e-commerce and in-salon reservations.
Conceived and directed as a TV show (produced and directed by L'Ensemble), RUN LE HAIR SHOW is led by three passionate hosts: Charlie le Mindu, hair designer; Min Kim, colour specialist; and Peggy Frey, fashion journalist, who will serve as a common thread between the various sequences and bring their sharp eye to each theme.
Each 30 to 45 minute episode will feature 7 dynamic segments designed to spotlight all corners of the industry:
La Masterclass: Technical classes in color, lightening, cut and style, led by the industry’s boldest & brightest Tête-à-tête: Intimate interviews with legendary Hair Pros.
Pro Secrets: Expert tips & tricks, from members of the international hair community La Revue: Skilled trend analysis, from street style to the runway to the salon chair Le Lab: Cutting-edge hair science, from fiber to product formula Style & Colour Trophy: Following the evolution of L’Oréal Professionnel’s worldwide Pro hair competition, culminating in its global finale.
Stand for Pros: inspiring positive actions, from salon sustainability to coiffeur health.
RUN LE HAIR SHOW will be available in six languages - English (with subtitles for the deaf and hard of hearing), French, Mandarin, Portuguese, Spanish and Arabic - honouring the diversity of the L'Oréal Professionnel community worldwide.
The first episode, ‘La Première’ aired globally at 7pm Paris time, May 16th 2021, on Youtube. It features La Masterclass in extreme lightening transformation lead by Host, Charlie le Mindu, trends from the brand’s international Pro community, and a scientific dive into L’Oréal Professionnel’s new disruptive haircare innovation — Metal Detox.
New episodes of RUN THE HAIR SHOW will follow before the end of the year, created around zeitgeisty themes that will both inspire and give audiences the Pro understanding they need to RUN LE HAIR SHOW for themselves.
AGENCY: PUBLICIS LUXE
Creation: Aurelie de Villeneuve, Aurélie Joly, Symonne Torpy, Alix Le Barazer, Clea Delogu, Sally Bengoura
Strategy: Christine Milan, Nicolas Pochitaloff, Matthew Kelcher
Commercial: Alexandra Dupy, Yasmine Kihoul, Marion Naudat
Head of Production: Geoffroy Guilbert
Talent Sourcing Director: Anne-Sophie Dhomps
Production & Direction: Lucie Meunier (L’ensemble)
Campaign production: Noucha Shabazi (Prodigious)
Category: Beauty & Health , Hair care