Eventographic: L'Oreal Paris' - Styling station

With the aim of bringing to life its 'Who do you want to be today?' campaign, L'Oreal Paris worked with agency Rare Breed to create a pop-up styling station at Westfield London.

The activity had queues of up to two hours and no complaints
The activity had queues of up to two hours and no complaints

Located on the shopping centre's Eat Street from 4-10 April, the salon offered complimentary styling sessions using the brand's Studio Pro products.

Those who enjoyed a 'new do' were invited to snap their look in a branded photo booth to share on social channels. Their image was broadcast onto a digital billboard from Ocean Outdoor, as if making them the face of Studio Pro.

Rare Breed said it was inspired by millennial culture and retail centre Boxpark Shoreditch, which resulted in a shipping container converted into the styling station.

The station's stylists revamped the hair of around 1,000 consumers, and the activation brought a sales uplift of more than 300% at the Boots store in Westfield, where attendees to the station were encouraged to visit for a three-for-two offer on Studio Pro products.

Victoria Gelardin, senior brand manager at L'Oreal Paris, said: "Collaborating with Rare Breed, Maxus and Ocean has brought this launch to life in a unique and digitally disruptive way, moving the consumer to the forefront of the campaign."

Oliver Van-Hay, director at Rare Breed, said the activation enabled the brand to help consumers love the way they look. "We have demonstrated that anyone can achieve catwalk-ready looks and be proud to be the face of a brand like Studio Pro," he added.

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