L’Oréal Professional says live like a star

Riding the Hallyu, or Korean fever, leading hair care brand L’Oréal Professional has launched a digital campaign for its innovative “V Look Beauty Salon” Service, helping consumers achieve the so-called most ideal “V-shaped” face through customised haircutting and coloring instead of using any cosmetics or undergoing surgery.Targeting Asian female customers, the brand has signed South Korean superstar and actress Yoon Eun Hye (尹恩惠) as its first Asian brand spokesperson.The campaign features an official website where consumers can check out for information and news, redeem coupons by scanning QR code, search for nearby saloons via mobile location-based services, and upload photos to participate an online beauty pageant to win a trip to Korea.The creative agency behind the campaign is MRM//McCann Shanghai. Managing director Mike Zeng said the results and impact generated by the digital campaign are an indicator of success.“By leveraging WeChat-card, we can track on consumer behaviour and engagement with the brand, helping our client to better evaluate the performance of the campaign.”The campaign will run until the end of August.https://www.youtube.com/watch?v=NLYC8tqtjrECredits:Client: L’Oréal ProfessionnelProject: V Look Beauty Salon ServiceCreative Agency: MRM/McCANN ShanghaiCreative Director: Ricky ChenCopy: Huali XuArt: Cais CaiAccount Service: Fiona Zang, Susie Song and Hill Zhao