L’Oréal’s “Back In Style” Campaign Empowers Stylists and Salons Impacted By COVID-19

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It’s no secret the salon industry has been greatly affected by the ongoing coronavirus pandemic. From the constant mandated salon closures and openings to dealing with economic uncertainty, salon professionals have really been put through the ringer. Over the last few months, we’ve seen many hair brands come up with innovative ways to support the salon community. One brand doing their part is L’Oréal Professional Products Division with their new “Back In Style” campaign.

The campaign, which aims to empower salon owners and stylists impacted by COVID-19, is timed to Small Business Saturday and includes support from Baxter of California, Biolage, Keratese, L’Oréal Professional, Matrix, Mizani, Redken, Pulp Riot, Pureology, Shu Uemura, and SalonCentric, all brands under the L’Oreal umbrella. Ultimately, the goal is to encourage clients to come back into salons and support these businesses safely.

“We’ve been amazed by the resiliency and strength of our salon community and want to contribute to the continued recovery of this amazing industry that is so important, not just to the many small businesses that comprise local economies all over the country, but also to remind every salon customer of the wonderful experience that awaits them in their favorite salon,” said David Greenberg, Group President, USA/North America, L’Oréal USA Professional Products Division.

To help drive campaign awareness, salon owner and television personality Tabatha Coffey will be embarking on a satellite media tour. Coffey will be discussing a number of important topics to drive customers back in style, including salon safety protocols, time-saving salon services, and insights to support salons from afar.

Serving as the face of the campaign is a modernized Rosie the Riveter, who’s been a symbol of resilience and empowerment since World War 2. Given the current war being waged on the coronavirus, L’Oréal has re-enlisted the symbol to help empower salons and stylists.

To support L’Oréal’s efforts, salon professionals can participate in the campaign by posting and sharing photos about how they are showing strength during these trying times on Facebook.  L’Oréal’s network of brand influencers and artists, who make up a combined reach of +20MM,  will also be participating to help support the campaign.

To learn more about the Back In Style campaign, visit https://www.hair.com/back-in-style.html.