Brand Tone

Professional, Innovative, Expert, Sophisticated, Trendy, Creative, Supportive (of stylists), Educational.

Brand Values

• •Innovation & Science: A core value, emphasizing research, development, and technologically advanced products. This includes a focus on product safety and performance.
• •Professional Partnership & Elevation: Strong commitment to supporting and elevating the hairdressing profession through education, tools, and community building.
• •Passion for Beauty: A drive to create beauty that enhances well-being and self-confidence.
• •Excellence: Striving for high quality and performance in their products and services.
• •Responsibility & Sustainability: Increasing focus on sustainable practices, including water usage, packaging, and product transparency, as part of the 'L'Oréal for the Future' program. They also engage in social causes like supporting hairstylists' mental health.
• •Open-mindedness & Diversity: Understanding and catering to diverse beauty aspirations worldwide.

Best Practices

• •Prioritize Professional Language: Use industry-specific terminology accurately but avoid overly technical jargon when addressing consumers directly. Maintain a sophisticated and authoritative voice.
• •Highlight Innovation and Science: Emphasize the research, technology, and unique formulations behind the products. Use phrases that convey advancement and expertise.
• •Empower and Educate: Frame content to support and educate hair professionals, offering them solutions and knowledge to enhance their skills and business.
• •Focus on Results and Benefits: Clearly articulate the tangible benefits of using L'Oréal Professionnel products – for both the stylist (e.g., predictability, ease of use, client satisfaction) and the end consumer (e.g., vibrant color, healthy hair, confidence).
• •Maintain Visual and Verbal Cohesion: Ensure that the language used aligns with the brand's visual identity – which is typically sleek, modern, and sophisticated. This applies across all platforms, from website copy to social media posts and educational materials.

Social Perception

Professionals: Largely perceived as a leading, innovative, and high-quality brand in the professional hair color market. It's often seen as a reliable partner for salon businesses, offering comprehensive support and education. Some may perceive it as a more premium or expensive option. General Public/Consumers: Associated with salon-quality results, trend-setting colors, and expertise. L'Oréal as a parent company is a household name, lending credibility. However, awareness of 'L'Oréal Professionnel' specifically might be lower than their mass-market 'L'Oréal Paris' lines among those who don't frequent salons or follow beauty industry news. Recent negative press regarding lawsuits could impact perception among those aware of it, potentially raising concerns about product safety.

Copy Examples

• •Introducing the next evolution in hair color science. Discover [Product Name] by L'Oréal Professionnel – where innovation meets artistry for unparalleled results and healthier hair. Elevate your craft.
• •Master the art of [Specific Technique, e.g., Balayage] with L'Oréal Professionnel. Our expert-led training empowers you with the knowledge and tools to transform your clients' hair and your business. #LorealProEducation
• •Achieve luminous, long-lasting color with predictable, precise results. L'Oréal Professionnel's [Color Line Name] offers superior coverage and unparalleled shine, ensuring client satisfaction every time. Trust the experts.
• •Experience the science of beautiful hair. Ask your L'Oréal Professionnel stylist for the new [Service/Product Name] treatment – for vibrant color and hair that feels reborn. #LorealPro #HairScience
• •Pioneering the future of hair color. L'Oréal Professionnel's commitment to research delivers breakthrough technologies like [Mention a specific technology, e.g., Metal Detox], protecting hair integrity while achieving stunning color.