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L’Oréal Paris Launches #PowerOn Campaign

The multichannel women’s empowerment initiative combines multiple social media channels and in-store events.

Bad hair days can be damaging for the psyche — something L’Oréal Paris is seeking to mitigate with its newest campaign.

The brand today launched its Advanced Haircare #PowerOn campaign, a multichannel women’s empowerment initiative that combines multiple social media channels and in-store events.

“#PowerOn revolves around the profound insight that when a woman experiences her most beautiful hair, she can harness a very special kind of power that’s truly extraordinary,” said Malena Higuera, senior vice president of marketing for L’Oréal Paris. “Through #PowerOn, L’Oréal Paris’ largest hair-care campaign to date, our goal is to bring this insight to life and inspire women to experience the powerful feeling of beautiful hair every day and embrace their most confident selves.”

The brand kicked the campaign off today with L’Oréal Paris spokesmodels, celebrity brand hair experts and bloggers taking to social media to share their powerful hair moments, describing and showing how they feel when their hair is “on” with the hashtag #PowerOn. Consumers are invited to become part of the conversation by sharing their hair moments via uploading photos, quotes or images to Facebook, Twitter and Instagram tagging @L’OréalParisUSA and #PowerOn.

Anyone who uploads content to social media tagging @L’OréalParisUSA, #PowerOn and includes #PowerOnContest will be entered to win a trip to New York City to spend time with Karlie Kloss, spokesmodel for the Advanced Haircare line. Entries are being accepted from beginning March 20 through April 17, and the winner will be notified on April 24. On April 25, the brand will team up with The Salon at Ulta Beauty in 25 locations, providing complimentary shampoos and blowouts “to help women experience the power of beautiful hair,” noted Higuera, adding that more information will be available at