L’Oréal plans local activity for ethnic minority brands

Beauty giant L’Oréal is to launch a PR campaign later this month for its ethnic minority hair and beauty range SoftSheen-Carson.

Through-the-line agency Leigh Jones is planning an ‘experiential marketing’ campaign, featuring a swathe of local-level PR work, in a bid

to promote a double-decker bus tour that will visit cities throughout the UK.

The ‘SoftSheen-Carson Style Tour’, which is backed by a marketing budget of £200,000, will firstly visit Peckham, south London, before moving on to various other locations that Leigh Jones MD Bryon Jones said had a significant black and Asian population – the target market for the SoftSheen-Carson brands.

The bus, which is currently touring France, will visit Peckham on 24 July, promoting SoftSheen-Carson products, which include hair-straightening brand Dark & Lovely and a selection of shampoos and ‘styling and maintenance’ products.

PR work includes a media relations campaign focused on the local press, plus broadcast PR work targeting chat shows on local radio stations.

The Leigh Jones account team, which is based in north London, reports to Paris-based SoftSheen-Carson brand manager (retail) Ines Diogo.

The six-strong agency was hired in April this year, following a drawn-out pitch process that kicked off in October last year.

Jones said the bus would visit shopping centres and carnivals in cities including Manchester, Leeds and Liverpool, plus locations in London such as Harlesden, Upton Park and Dalston.

Jones formerly worked on the Dark & Lovely brand around two years ago, when he was creative director at The Red Box Agency, a firm he left nine months ago.

The SoftSheen and Carson companies were acquired by L’Oréal in 1998 and 2000 respectively, with the two entities then merged into one brand.

Jones added that a further SoftSheen-Carson campaign, called The Golden Scissors, was planned for after the bus tour.

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