L'Oreal Pros Transformation hairdressing program

Brandmark helped L’OREAL Bulgaria introduce industry innovations, reveal color | balayage | and style trends, and evolve hairstylist’s performance with bespoke:

• Corporate Identity
• Program Materials Concept
• Design & Print Production
• Event Venue Branding
• Organization and Implementation

The 3 main goals of the program and how we approached them

• To present the idea in front of the hairdressers.
• To brand the venue for each education group in a unique way.
• To support and show a personal attitude to each group.

We designed, produced, and delivered a booklet, that presented the big idea of the program and highlighted the most valuable information for each group. During their education, the participants also received a special passport in which they collected stickers.

During 21 days hairstyle experts were brought together on stage at a famous event venue to talk about hairdressing by professionals for professionals. The participants benefit from witnessing firsthand the future trends in hairdressing through demonstrations. Experts discussed the hairdressing profession, fashion, hairstyle, and hair lovers. And of course, all, around L’Oréal Professional Paris.

And then we transformed one of the biggest bars in Sofia to support the hairdressers through their education program. To make them feel appreciated and motivated, we produced more than 1000 engraved presents. At the end of their training, each hairdresser received a personalized certificate for completion.

The idea had to also be unified and easily replaceable materials that allowed us to change them during each of the events.

The challenge aroused with the next task: How to support the hairdressers in showing the newly gained skills to their clients? We had limitations, but we went above and beyond to produce and present a different type of engagement.

To present the professional’s learning expertise, we created a personalized sticker with a QR code that combined all new trends in a mobile platform. By going digital, we were able to achieve the big goal of sharing the learnings on individual hairdresser profiles on social media. One small sticker led to many possibilities.

Each hairdresser professional received a personally created business card with the QR code that led to their personal Instagram profile.

To introduce the new looks and trends, we created and produced plexiglass constructions with easily changeable visuals with different options for hanging in a hairdresser saloon. A booklet menu was also created to combine the separate groups’ looks, trends, and techniques.

In that way, we completed the challenge to provide a fast, flexible, and low-cost solution for the salons. And of course, the branding was incorporated into the new vision.

 The ceremony was most emotional for the professionals from the Style Expert program. In addition to their graduation, they were given one more final project- Artist on Stage. In 4 groups, 4 shows on stage they had to present their talent, inspiration, and skills. Each entry was evaluated by a jury of some of the greatest artists, creators, and mentors in the profession. The evening was magical for the graduates, as for some this was their first spectacular moment.

To summarize, L’Oréal [Pros] Transformation is more than a new program. It paves the way for a new era of specialization and excellence in hairdressing, driving the industry forward with innovation and creativity. L’Oréal Pros [transformation] is about creating a new hair culture, transforming the hairdressing profession, and shifting hairdressers’ way of thinking to new horizons.