L'Oreal is hoping to get consumers engaged with their hair color 'tribe' with a social and digital campaign for its Healthy Look Creme Gloss semi-permanent color that takes in both Facebook and Pinterest.
The campaign, via Campfire New York, first of all invites viewers to visit the brand's Facebook page and fill out a 'Hair Color Census' about their personality and beliefs about their hair color. The Facebook app is designed to educate consumers about their hair color, introduce them to their 'hair tribe' and encourage them to explore their color identity. It includes content from beauty bloggers discussing what their color identities mean to them; a cover photo tool forFacebook Timeline users; product tutorials and a 'before and after' photo gallery.
On Pinterest, consumers can create 'Turn It Up' inspiration boards while 'Pin it' buttons on the Facebook app will allow users to integrate content via their Pinterest boards. There's also a contest inviting Pinterest users to win a year's supply of the product.