Design Spy
L’Oréal’s International Academy in London is predominantly responsible for organising and running courses for all aspects of the hair business: from the latest advanced techniques in cutting and colour, through to business advice and steps to grow business turnover.
The Academy had long become stuck in an advertising rut. It would buy space in various leading magazines, only to find that the quality of ad failed to reflect the true, inspiring nature of the courses on offer. SPY was appointed to create a consistent and creative solution to re-engage their diverse audiences.
The Academy had long become stuck in an advertising rut. It would buy space in various leading magazines, only to find that the quality of ad failed to reflect the true, inspiring nature of the courses on offer. SPY was appointed to create a consistent and creative solution to re-engage their diverse audiences.
Our solution was to create a series of key messages, driven by an idea that was about inspiring ‘calls to action’ such as ‘stimulate your talent’, ‘launch your ideas’, and ‘invigorate your salon’. We also art directed and commissioned a shoot that visually linked the line to various aspects
of hairdressing.
As a result, the Academy now has a consistent and powerful campaign that can work on many levels and communicate directly to diverse
target audiences.
of hairdressing.
As a result, the Academy now has a consistent and powerful campaign that can work on many levels and communicate directly to diverse
target audiences.
