Support Your Stylist On Small Business Saturday With L'Oréal Professional Products Division “Back In Style” Campaign

NEW YORK--(BUSINESS WIRE)--L'Oréal Professional Products Division is launching the Back In Style movement, a campaign aimed at empowering salon owners and stylists impacted by COVID-19. Timed to Small Business Saturday, the goal is to encourage clients across the country to support their salons in ways that are safe for stylists and customers as the pandemic continues.

It’s been a long difficult road for all of us, but we are coming back. Now we need to get our salons back on their feet. 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 towards 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 Professional Products Divisions network of brand influencers and artists will also participate to help boost the campaign, with a combined social media reach of +20MM.

Salon owner and television personality Tabatha Coffey will host a satellite media tour to drive campaign awareness. To drive customers back to style, Coffey 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 share insight on ways to support your salon from afar, whether its pre-booking a future service, purchasing a gift card, writing a positive salon review, or even picking up beauty products “to go”. Any of these gestures will be highly welcomed by salon owners.

As the face of the campaign, L'Oréal chosen a modernized Rosie the Riveter as a symbol of empowerment. Since World War II, Rosie the Riveter has been an enduring symbol of resilience and self-empowerment. In the midst of today’s World War against a global pandemic that has devastated thousands of small businesses, L'Oréal has re-enlisted the iconic pose 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,” said David Greenberg, Group President, USA/North America, L'Oréal USA Professional Products Division.

All brands within the L'Oréal Professional Products Division, including Baxter of California, Biolage, Kérastase, L'Oréal Professionnel, Matrix, Mizani, Redken, Pulp Riot, Pureology, Shu Uemura and SalonCentric will participate in the campaign.

To learn more about the Back In Style campaign, visit https://www.hair.com/back-in-style.html.

About L’Oréal USA Professional Products Division

The mission of L’Oréal’s Professional Products Division (PPD) is to support hairdressers and develop the hair industry sustainably, while benefiting all. Through its portfolio of brands – Baxter of California, Biolage, Kérastase, L'Oréal Professionnel, Matrix, Mizani, Redken, Pulp Riot, Pureology, Shu Uemura and SalonCentric, a distributor of salon professional products – the division can meet the needs of hair care salons, including color, shape, styling, shampoos and general hair care. A privileged partner of hairdressers, L’Oréal USA PPD offers products made with the best technologies as well as high-level education programs to salons, to ensure professional service.