CHALLENGE
A digital renaissance
Transforming the annual multibrand event into a super immersive digital experience to tell +2000 connected people about future trends in the haircare world.
Solution
An integrated, digital, connected event
Next In Hair, an emotional and artistically engaging concept that, inspired by the post-pandemic boom, created an interdisciplinary dialogue between the sectors most affected by the long period of crisis and blockade.
Real encounters in an exceptional location, the Viu Milano hotel, where 6 world-renowned hair artists collaborated with 6 artists, blending creativity and expressive methods to find out what costumes, makeup and hair styles feel like.
The live event, hosted by Daniela Collu, took place digitally on a dedicated platform, where more than 2,000 connected people interacted united by the claim:
“Creating the beauty that moves the world.”
Execution
Creating the beauty that moves the world
Next In Hair 2022 consisted of 3 key moments: 2-hour live event on Nov. 8, also available on-demand with 6 international and national artists and 6 world-renowned performers; 6 masterclasses on L’Oréal Access, the brand’s education portal, dedicated to an in-depth look at the trends that the artists presented on-stage; and 12 tutorials that showed techniques related to the 2022 trends with Italian artistic teams and partner artists.
Hairstylists who presented masterclasses included three Italians, Luigi Neri, Salvo Filetti and Mauro Situra, U.S.-based Danielle Keasling, Sweden’s Alireza Mousavi and France’s Sache De Carteret.
Results
