In a series of sultry new campaign images, Ellie Gonsalves joins a cast of key digital influencers in heroing L’Oréal Professionnel’s Smartbond service.
The campaign accompanies news of the brand’s recent collaboration with French automotive company, Citroën.
As one of the industry’s key trend drivers, L’Oréal Professionnel are now offering the chance to cruise in style, partnering up with French automotive company Citroën to give one lucky stylist and consumer the opportunity to win a Citroën C3.
The chance comes with every Smartbond service performed in participating salons from August 1st to October 31st. In addition to the grand prize, $500 VISA gift cards will also be up for grabs via social media – for the duration of the campaign.
Bringing the partnership to life, L’Oréal Professionnel teamed up with a host of it’s top hair artists and digital influencers to create a series of Smartbond hair transformations at the L’Oreal Training Academy in Sydney.
One such transformation saw Aussie actress and model Ellie Gonzalves experience the dynamic colour and styling prowess of AHFA Australian Hairdresser of the Year Damien Rinaldo and Adriana Marmino of Boris the Cuttery SA.
Of the collaboration, Adriana and Damien said, “Being able to give Ellie a total makeover was a great opportunity. To be honest, the day was really seamless and we were all on the same page.
We were inspired by what she wanted and the results spoke for themselves; how could she not look amazing – she’s beautiful! We just put the cherry on top!”
Using Smartbond, L’Oréal Professionnel’s renowned bond strengthening system, the dream duo took Gonzalves from brunette to a striking Californian Copper; a look certain to break the internet and incite hair envy amongst her 1.6 million Instagram followers.
“We wanted to create a warm, natural copper colour. The colour looks like a beautiful sunset; the warm feeling the Californian sun gives you.
The 90’s inspired bob was about creating a strong perimeter with internal deconstructed layers to give her flexibility,” the pair continued.
Smartbond’s groundbreaking technology is likewise coveted by consumers, influencers and hair stylists alike – who desire a colour change, minus the damage.
The service is a saving grace for those who once felt hesitant about changing their hair, and proves itself vital during salon hair colouring and lightening services.
Get Ellie’s Look:
“Going into a big makeover, it’s important to be open minded and realise it might take a few sessions to achieve your dream look. It takes time for a style to grow and become the person,” inform Damien and Adriana.
“To achieve this colour on Ellie, we started by using L’Oréal Professionnel Efassor and 20 Vol with Smartbond to lighten and remove old colour. We lifted her hair from a Level 5 Brown to a Level 8 Copper Gold.
Next, we used L’Oréal Professionnel Majirel Tint on her roots with a slight root stretch using equal parts 8, 8.34, 8.04 and 7.40 with 20 Vol – then emulsified this through for the last 10 minutes with warm water.
After this was processed, we zone toned with 7 in dia light and 6 Vol with 8.34 and 7.43 dia light and 9 Vol on the ends”.
California here we come.