/ THE CHALLENGE
Hair caring and receiving caring tips from experts are two of female passions. So, why not put them together in a new service? Thinking on it, we've created for L'Oréal Paris the first social network in the world dedicated exclusively for hair: the Hairbook Elseve.
Hairbook offered for consumers a personalized hair service, diagnosing the most common damage, indicating the best treatment and related products. A group of experts leaded by hair professional Marcos Proença was trained to answer questions about the 120 combinations of treatment offered by the tool, for each type of hair.
Hairbook was launched through the spokeswoman of L'Oréal Paris: Grazi Massafera, Isabeli Fontana, and Tais Araujo, who also became part of this powerful service.
As a result, the idea becomes one of the top 20 beauty platforms in Brazil - and the only one belonging to a brand.
/ THE OUTCOME
MORE THAN 300.000 PEOPLE
VISITED THE PLATFORM, SPENDING 48% MORE
TIME THAN ON THE MOST FAMOUS BRAZILIAN
WEBSITE IN THE BEAUTY SEGMENT