Just in time for summer, L’Oréal Professionnel held its second annual Hair Fashion Night on Thursday, June 15, 2017. This year, the event was larger than ever—celebrated in 35 countries around the world.
At the Toronto event, held at 1 King West, more than 50 L’Oréal Professionnel hairstylists were on hand to provide guests with a complimentary 20-minute styling session. More than 3,000 guests had the opportunity to connect with a hairstylist and receive one of six runway-inspired hairstyles from the brand’s IT Looks for spring/summer 2017, ranging from beachy waves and crown braids to braided topknots and fishtail-braided ponytails.
The event also showcased the L’Oréal Professionnel Style My Hair app, which allows users to virtually test out a wide range of haircuts, colour and styles. The app also provides style inspiration from the latest runway and red-carpet trends and helps users find a L’Oréal Professionnel hair salon in their area. As guests mingled, they enjoyed makeup touch-ups, tried out the Style My Hair app and posed in the fun photo booth for #WinkDay (for each photo taken with a wink and shared on social media, $5 was donated to Look Good Feel Better) the night was truly inspiring and had guests feeling good from the inside-out. Guests were even able to purchase their favourite products from L’Oréal Professionnel’s new Serie Expert line from a product vending machine.
For stylists, the event provided them each with the unique opportunity to connect with more than 60 new clients throughout the night. Providing one on one styling advice, the sessions were great for business building. “Stylists get the opportunity to market themselves,” says Heather Wenman, Canadian ambassador and media artist for L’Oréal Professionnel. “They’re introducing themselves to new clients and building their brand. It’s really important for stylists to get out there and work in the community at events like this. Whether they are a junior stylist or senior stylist, it’s win-win; they gain so much.”