L’Oréal Paris opens Westfield pop-up for Studio Pro range


Digital billboards promote campaign

L’Oréal Paris has hosted a pop-up event at London’s Westfield shopping centre. The temporary store offered visitors complimentary styling sessions and allowed them to share selfies on a big screen.

The location showcased the brand’s new Studio Pro range of products, with stylists on hand to use them to style visitor’s hair. After their styling session, they will then be invited into a photo booth to take images ready for sharing on social media.

The brand also launched its new “Who do you want to be today?” campaign at the event, asking visitors to pose for three photos with the question printed on a board. The campaign was also promoted online using the hashtags: #studiopro and #studioprosquad.

L’Oréal Paris has teamed up with agency Rare Breed on the event as well as Ocean Outdoor, which has created digital billboards at Westfield to accompany the pop-up studio. Images taken in the photo booth will also be shared on the billboards.

Virginia Gelardin, Senior Brand Manager at L’Oréal Paris, commented: “Collaborating with Rare Breed an Ocean has brought this launch to life in a unique and digitally disruptive way, bringing the customer to the forefront of the campaign.”

Ed Lumley, Account Manager at Ocean Outdoor, added: “This is one of the most engaging and eye-catching activations we’ve delivered using our digital inventory.”

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The Studio Pro range includes: Studio Pro Curve It mousse, Studio Pro Lock It hair spray, Studio Pro Boost It volume spray and mousse and Studio Pro Sleek It smoothing cream. Said to have a double-hold formula, each product is designed to help consumers mix up their hair style more often.