L’Oréal Paris launched an exclusive Digital out of home and experiential campaign at Westfield London to promote the Studio Pro hair styling range. The campaign was created by Rare Breed with planning through Maxus London and Kinetic and ran on Eat Street @ Westfield London.

the cHALLENGE

The challenge was encouraging millennials to try standout hairstyles using Studio Pro styling products that would entice them to purchase them for themselves.

the SOLUTION

The campaign was brought to life by placing the consumer at the forefront by combining an experiential activation in front of Eat Street @ Westfield London. The activation offered complimentary styling sessions and an interactive photobooth experience whereby consumers’ images were broadcast on the large format screen, making them the face of Studio Pro. Then, they were incentivised to purchase the product at Boots on a three-for-two offer. The campaign included launching a Studio Pro mobile app for users to try new looks with their mobile camera and offering video tutorials on the app and campaign website to help consumers recreate the looks at home.