Rosa Maria Ramos, communications director for L'Oreal's professional products division, said that L&C won the account over three other agencies. The six-month brief is to promote tecni.art only, but may be extended in the future, she said.
According to Ramos, L&C won the work because of its knowledge of the local market. The agency will work closely with the L'Oreal comms team to launch a string of events, and handle media work. Events will focus on informing and educating hair stylists about how to use the product. A five-strong team led by account director Lorena Javierre will report to Ramos.
Tecni.art is being launched simultaneously throughout Europe. It was decided to relaunch the product in order to modernise it and attract a younger and more fashionable clientele. L'Oreal hopes to expand it outside its traditional beauty salon distribution channel to appeal to stylists in the fashion and film industry.