L’Oreal Paris has launched a social media campaign encouraging women to celebrate good hair days, as part of a promotional stratgey for its latest Advanced Haircare range.

The #POWERON campaign is related to an online survey commissioned by L’Oreal which found that 77 percent of women feel more confident when they are having a good hair day, agreeing that when their hair is “on,” they are “on.”

As part of the campaign, L’Oreal Paris spokesmodels, celebrity brand hair experts, and bloggers will take to social media to share their very own powerful hair moments, describing and showing how they feel when their hair is “on” with the hashtag #POWERON. 

The campaign aims to get consumers to take part in the conversation by sharing their powerful hair moments via uploading photos, quotes, or images to Facebook, Twitter and Instagram, tagging @LOrealParisUSA and #POWERON.   

L’Oreal Paris is also offering consumers the opportunity to win a trip to New York City to spend time with the company’s spokemodel Karlie Kloss.

Malena Higuera, Senior Vice President of Marketing at L’Oreal Paris, commented, “#POWERON revolves around the profound insight that when a woman experiences her most beautiful hair, she can harness a very special kind of power that’s truly extraordinary.”

“Through #POWERON, L’Oreal Paris’ largest haircare campaign to-date, our goal is to bring this insight to life and inspire women to experience the powerful feeling of beautiful hair every day and embrace their most confident selves.”

Model Karlie Kloss, added, “There’s no doubt that my hair plays a specific role in my life, and I feel an unrivalled type of inner confidence when I’m having great hair day.

“I’m proud to partner with L’Oreal Paris Advanced Haircare on the #POWERON campaign, as we encourage women everywhere to share what that distinct feeling of having ‘powered on’ hair feels like to them  – and in turn, inspire one another.”