L’Oréal Professionnel hosted its first-ever global event to celebrate hair transformation and spotlight the "skill" and “dedication” of stylists worldwide.
The professional brand’s Transformation Day event took place in Paris, France, over two days (25 to 26 April), bringing together top global hairdressers for an experience which celebrated hair transformation, spanning science, innovation and creative excellence.
Leading talents created “the season’s most striking transformations” on international influencers at the event at Palais de Tokyo, culminating in live reveals which were shared with audiences worldwide on social media.
“Spotlighting the craft sends a powerful message: professional expertise is irreplaceable for achieving truly life-changing results,” Claire Le Bleis, Global Brand President of L'Oréal Professionnel, told Cosmetics Business.
“By creating more than 100 new looks in a single day, performed on celebrities and beauty influencers from all around the world, we reached a combined audience of more than 150 million followers.
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“This is a giant professional beauty stimulus to inspire people to project themselves into new looks, and to showcase the techniques and technologies that only a professional can deliver.”
More than 100 global celebrities, influencers and stylists from around the world – including France, the US, Brazil, China and India – attended the event.
Guests underwent a professional hair transformation in three key stages: colour, hair care and styling.
Experts used L’Oréal Professionnel products, such as Metal Detox Mask, Absolute Repair Molecular mask and oil, and new Keratin Alpha Sleek technology, to achieve this.
“Hair transformation has become one of the biggest and most engaging conversations on social media: #hairtransformation represents more than
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