Event TV: L'Oréal reveals future of event after 60th Colour Trophy final

L'Oréal, which hosted the grand final of its milestone 60th anniversary Colour Trophy event this month, has revealed to Event its plans to refresh the renowned hairdressing competition.

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Alison Williams, head of events at L'Oréal described the grand final event, which was held at Battersea Evolution in London, as a watershed moment.

She told Event: "I think it’s now time to look at the whole activity in full."  

"Over the next three months we will throw all of the balls up in the air and try to come up with a new way to move the event forward."

Williams explained the L'Oréal team will look at how Colour Trophy can incorporate new technologies. "With the rise of technology and digital we have opportunities to create more engagement with this event," she said.

Agency Inca worked on the 2015 event, and there are plans to work with the company in the future. "They had a really can-do attitude and brought a fresh dynamic to the event," said Williams.

"I really liked how they interpreted my brief, which asked for an immersive experience."

The event in numbers:

  • 1500 people attended the final, 300 more than last year 
  • This is the first year the event was held at Battersea Evolution 
  • The awards span six categories
  • The tour visited seven UK locations
  • There were 35,454 Facebook engagements and 33,336 Twitter engagements during the event
  • L'Oréal attracted 187 new followers on Instagram following the grand final event
  • There were 4,000 mentions of the #LCT15 hashtag on Instagram 

More: Event 100 Club 2015: No 13 - Alison Williams

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