When it comes down to it, I don’t want to look back on my life and see I was guided by the (beauty) expectations dictated to us. Instead, I want to do things I’ve always wanted to do (like this look) without fear of judgment or disapproval.
L'Oréal Professionnel Smartbond Ambassador, Ellie Gonsalves
L’Orèal Professionnel announce consumer and industry facing competition, The Journey to Beautiful Hair with one lucky hairdresser and consumer destined to walk away with a brand new Volkswagen T-Cross.
In a global environment challenging each and every one us to look inward and consider how we perceive time, the things most valuable to us and the true meaning of self-care, L’Oréal Professionnel steps up with a collaboration inspiring women to seize the day and experiment with their hair colour for undeniable empowerment in the face of change.
The partnership combines influencer marketing and the allure of a prestige car (hello Volkswagen!) for one powerful consumer and industry activation with the objective to inspire confidence in women and demand on the professional hairdresser.
Epitomising the courage, elegance and inherent chic of the classic L’Orèal Professionnel woman, Ellie Gonsalves is the official ambassador and was tasked with the duty of breaking down barriers and reimagining the stereotypes of ‘woman’ in the beauty industry. A statement was to be made to her 1.2 million followers, and who better to create waves (or cut them to a crop) than three times Australian Hairdresser of the Year and L’Orèal Ambassador, Damien Rinaldo.
Armed with fellow Australian L’Oréal Professionnel Ambassador, Lead Colour and Styling Specialist at Boris the Cuttery, Adriana Marmino, Damien led the transformation of Ellie’s once textured copper into a vibrant platinum pixie cut. The tailored L’Oréal Professionnel formula was supported by the brand’s innovative Smart Bond technology – a colourist’s ultimate insurance when undertaking such epic looks.
“When it comes down to it, I don’t want to look back on my life and see I was guided by the (beauty) expectations dictated to us. Instead, I want to do things I’ve always wanted to do (like this look) without fear of judgment or disapproval,” communicated Ellie to her ever-growing followship.
Running through March 1st – 31st May 2021, the beauty giant will reach + 10 million Australian women through a 360 strategy of consumer marketing, social and geo-targeting as-well as in-salon point of sale and advertising. The exciting partnership with Volkswagen invites both industry and consumers to drive their colour with Smartbond for the chance to win a brand new Volkswagen T-Cross!
Conditions of entry? A professional colour service must be booked and undertaken at a participating L’Oréal salon. For more information on the partnership including details on how YOU, the hairdresser can win, visit here.