Timed to Small Business Saturday, the goal of the movement is to encourage clients across the country to support their salons in ways that are safe for stylists and customers as the pandemic continues.
The Back In Style Campaign aims to help stylists connect, grow and thrive in a more beautiful digital future, with viral social media campaigns and activations targeted toward salon clients at a national and regional level.
Salon professionals can participate in the campaign by posting photos of themselves exuding strength during this unprecedented time via Facebook.
L'Oréal chose a modernized Rosie the Riveter as a symbol of empowerment. In the midst of today’s fight against a global pandemic that has devastated thousands of small businesses, L'Oréal has re-enlisted the iconic figure to empower salons and stylists.
“We have 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,” says David Greenberg, group president, USA/North America, L'Oréal USA Professional Products Division.
Tabatha Coffey, Matrix global ambassador, salon owner and television personality, will host a satellite media tour to drive campaign awareness. She will discuss new salon safety protocols that have been implemented at salons nationwide, recommended services that allow minimal time in the salon chair and products and services that help maximize time in between appointments. She will also share insight on ways to support salons from afar, whether it’s booking a future service, purchasing a gift card, writing a positive salon review or picking up beauty products “to go.”
All brands within the L'Oréal Professional Products Division: Baxter of California, Biolage, Kérastase, L'Oréal Professionnel, Matrix, Mizani, Redken, Pulp Riot, Pureology, Shu Uemura and SalonCentric will participate in the campaign.