Beauty Beckons: How We Brought Women Back to Hair Salons Again
Challenge
Loreal Professional is a sub-brand of Loréal that directly sells to hair salons. Due to the economic climate, statistics showed that client volume and frequency at hair salons were decreasing rapidly. Loréal Professional, in partnership with IAKD (İstanbul Artistic Hairdressers Association), approached Modiki with a desperate plea: compel women to return to hair salons again
Solution
To strike a chord with our target audience, the campaign stimulated women’s desire to be beautiful, and emphasized key points about beauty: Beauty makes you happy. When you care about beauty and appearance, your self-esteem will sky rocket. And a healthy self-esteem will contribute to both happiness and a successful career. Then we underlined hair as one of the most important elements of beauty.
The campaign revolved around one central line: Make yourself beautiful today. Each print ad portrayed a woman in a hair salon along with a quotation of her thoughts on the topic of beauty. For radio, we called women to return to hair salons by using the well-known voices of young, beautiful celebrities. By dynamically mixing their words with music and hair salon sound effects, each radio spot became its own memorable song.
Results
Even within the constraints of a small budget, we were able to create a widespread national campaign. With high media circulation in newspapers and on the radio, the campaign has had a large impact. Hair salons have reported a surge in new clients, even within a short period of time.