‘Real women’ should go blonde, says L’Oreal in new digital ‘Blondefidence’ campaign

Beauty brand L’Oreal is telling women that they will be more confident if they are blonde in a new marketing campaign.

L’Oreal’s salon brand Professionnel is at the centre of the new digital and social campaign with women undergoing makeovers to become ‘Blondefident’. The campaign offers “bland” darker haired women “the confidence to shine as a brilliant blonde”.

At the heart of the campaign created by agency Channel T, is a website that showcases the story of four women on their journey from “bland to blondefident”. The videos features one woman whose hair colour it describes as “mousey”, another is described as having “virgin hair”, one it says is as “brassy” and another as “lifeless”.

blonde Loreal

A slogan on the L’Oreal site

Ian Harman, general manager for L’Oréal Professionnel, said in a statement promoting the campaign: “This campaign represents a dramatic shift in the way we market our products and services. We’re opening up a new way to support our salons and meet consumer demand by talking directly to consumers and educating them about the complexity of blonde colour and why colouring it needs to be placed in the hands of an expert.”

loreal blonde

“Mousey”; “Virgin hair”; “a brassy”; “lifeless”

The women’s makeovers were captured on film with the video content and the campaign website supported by search, social, email and user-generated content.

“Our aim is to inspire millions of women to visit their L’Oréal Professionnel salon armed with one of our blonde looks, be looked after by one of our highly trained blonde specialists and so achieve their perfect blonde and see what if feels like to be ‘Blondefident’. We hope that they will then in turn share their new looks using the ‘Blondefident’ hashtag inspiring others to do the same,” said Hughes.

real women blondefident

Paul Rhodes, director at Channel T together with his team created the creative concept, content, website build and social strategy behind the campaign.

Rhodes said: “It’s an inspiring idea. The channel specific content and media integration should generate a huge volume of conversation. Which we are hoping will ultimately drive consumers to specifically seek out L’Oréal Professionnel salons, as the only way to be confident they will get their perfect blonde”.


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