Agency Fisher Productions has been appointed by the brand to provide full production for the London part of the event, which is billed as the biggest night ever dedicated to hair trends.
Thousands of stylists and salons in 30 countries around the world will take part in the event, with consumers offered free hair styling appointments and the chance to try one of six ‘on trend’ hair styles. They will also have the opportunity to sample L'Oréal Professionnel hair products.
Nail brand Essie will be carrying out complimentary manicures, while DJ and beauty blogger Zoe London will be hitting the decks to entertain the guests.
Participants at the event will also have the chance to share their new look across social media, via photo booths.
Fisher will be providing the lighting, sound and AV, as well as staging build and print production for the showcase event. The agency also produced this year’s L’Oréal Colour Trophy Backstage Live Tour, the UK and Ireland Grand Finals 2016.
Earlier this year L'Oréal Paris opened a pop-up styling station at Westfield London.
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