THE WHAT? L’Oréal Professional Products has launched its new Hair the Love 2022 campaign, which aims to champion hairdressers and how they positively help people’s mental health and wellbeing.
THE DETAILS Named In the Hands of a Pro, the campaign video features UK celebrities such as Emma Willis and Pixie Lott with their hairdressers, and highlights how women view their hair appointments as more than a cut.
The ‘sharecut’ campaign showcases that women view a trip to the hairdressers as a chance to discuss work issues, life challenges and relationships.
THE WHY? The campaign aims to raise awareness of the supportive role hairdressers can give, with L’Oréal Professional Products donating £1 – up to £10,000 – for every social media post with the hashtag #HairTheLove2022
Béatrice Dautzenberg, Managing Director at L’Oréal Professional Products Division UK and Ireland, said in a statement: “Hairdressers can transform people’s lives and have an immensely positive impact on society’s wellbeing. Our research has shown that people believe that having their hair done professionally supports their mental health and wellbeing.
“The pandemic has also proved just how important the relationship between clients and their hairdresser is and the ‘Hair the Love’ campaign is about celebrating just how much we appreciate our hairdresser and calls for everyone to post on social, tag their hairdresser and amplify the love.”