Production, Strategy, Creative, Technology & Development, Client Services
When times are tough, the things that tend to suffer first are the luxuries, like treating yourself to a colour at the hairdressers.
L’Oréal Professionnel faced this exact problem- people weren’t visiting the salon to get their hair done as frequently as they use to. This was resulting in a decrease in revenue from their Professionnel Products Division.
This was our challenge: find a way of retaining and acquiring new clients for L’Oréal Professionnel’s salon network.
What if we gave women the chance to try INOA, L’Oréal’s first ammonia free hair colourant, without paying a penny? That way, we’d reveal a truth – in-salon services will always give better results than something you do at home.
It’d cost L’Oreal at first, but we knew when new customers experienced the treatment they’d get that this was the only way to go. We created a campaign that allowed people to find out why INOA is such a great product range while also providing a solution to a real-life business problem for L’Oréal Professionnel – retaining and acquiring new clients for their salon network.
Thousands of virtual INOA bubbles were released to these salons representing free services and sample packs.
Over a 6 week period over 1,500 salons across the UK & Ireland signed up to participate and offer appointments slots for complimentary INOA treatments, which would then be reimbursed by L’Oréal Professionnel.
Thousands of virtual INOA colour bubbles were released to these salons representing free services and sample packs.
Using augmented reality and geolocation technology, people had to find and capture bubbles depending on where they were located and were rewarded with a free appointment. The app was also used to redeem their prize when they arrived in the salon.
It was the largest digital campaign from L’Oréal Professionnel to date, and as a first for the hair and beauty industry.
The campaign surpassed its KPI of 10,000 app downloads in less than two weeks. The total voucher redemption rate was 21%, driving a shed load of new clients to the salon network.