L'Oréal Professionnel transforms the BtoB experience with audio

Background

L'Oréal Professionnel, a key player in professional beauty, is targeting hairdressers directly via its BtoB platform. This site enables professionals to order products from prestigious brands renowned in the hair care world.

To enrich the user experience and strengthen the commitment of hairdressers, L'Oréal Professionnel has chosen to integrate audio capsules. These recordings give a voice to stylists - brand ambassadors - who share their experiences and advice on product use, adding a human and inspiring dimension.

The project

The aim was to create immersive audio content that would promote the products and support hairdressers in their selection. In all, 96 audio capsules were recorded around 48 products, with concrete recommendations and authentic feedback.

Topics covered include :

Product uses: how stylists integrate products into their salon services.
Customer benefits: What customers value in products and their direct benefits.
Professional recommendations: Personalized advice to maximize product effectiveness.

The results

96 audios created: A wealth of content covering all aspects of the products and their use.
48 enhanced products: Each product benefits from a detailed and engaging presentation.
5 flagship brands covered : Kérastase, L'Oréal Retail, L'Oréal Coloration, Shu Uemura and Pureology.
8 collaborative workshops with stylists: A rigorous process for co-creating and validating content with stylists.
Double linguistic accessibility: Audios are available in French and English to reach a diverse clientele.

By giving hairdressers a voice, L'Oréal Professionnel reinforces the relevance and appeal of its BtoB platform, while creating a bond of trust and inspiration between its brands and hairdressing professionals.

Listen to our audio features at L'Oréal :

L'Oréal INOA Haircolor

Pureology Smooth Perfection Shampoo