On September 27 and 28, the L’Oréal Professional Products Division (PPD) launched its inaugural Protégé Program at the L’Oréal ProLab in L.A. The immersive, two-day experience brought together industry pros and 14 consumer influencers to deepen their understanding of L’Oréal’s incredible portfolio of professional brands and elevate their hair content game. The influencer “students” learned from the pros and were, in turn, their protégés.
The program exemplified L’Oréal’s commitment to creating beauty in collaboration with professionals and highlighted the essential role stylists play in the industry. In case you missed it, here’s what happened during those jam-packed 48 hours.
Day 1: Learning from the Best
The first day kicked off with interactive sessions led by renowned experts from various L’Oréal brands. Influencers began their journey with a coffee class by Redken’s Sean Godard and Scott King, where attendees discovered how acidity impacts both your hair and your morning brew. Next up, Biolage Professional’s Sunnie Brook conducted an enlightening scalp scan and analysis to underscore the importance of scalp health in your self-care routine.
Creativity then took center stage with Sharon Spellman leading a claw clip and hair brush decorating workshop, which embodied Matrix’s commitment to self-expression and individuality. Finally, participants indulged in a French pastry class with Kerastase's Taylor Binks, blending fine culinary arts with French haircare insights.
After working up an appetite, everyone was whisked away to an intimate dinner to rehash their learnings and gear up for another day of fun activities.
Day 2: Expanding Knowledge
Day two continued the educational momentum with a series of engaging classes. Derick Monroe debuted L’Oréal Professionnel’s brand-new AirLight Pro, complete with a live demo and in-depth dive into the innovative technology. From there, L’Oréal Professionnel water sommelier Natalie Simoes introduced the group to the nuances of water quality and its impact on hair health (spoiler: the Metal Detox line can help). Next up was a soothing sound bath session hosted by April Allen from Pureology; this activation promoted the brand’s ethos of wellness and self-care while giving influencers a chance to relax.
It was then time to dive into all things textured hair with Mizani’s Al Campbell, who used pipe cleaners to showcase all the gorgeous patterns of curls and coils (it was inspired by a popular Hair.com video, which you can watch here!). The day culminated with a traditional Japanese Tea Ceremony conducted by Shu Uemura’s Art of Hair’s Taylor Binks, paying homage to the brand’s deep Japanese roots and rituals.
National Hair Day Celebration
To cap off the educational experience, the influencers received glam sessions at BRDY JAY Salon, preparing them for a grand celebration of National Hair Day at LOULOU. The event brought together over 100 beauty and lifestyle influencers, as well as professional stylists, to celebrate the beauty community.
At the end of the program, influencers walked away with:
- Goodie bags with priority and hero products.
- Styling sessions with L’Oréal pros to get firsthand tips and tricks.
- A deeper knowledge of each brand and what makes them different.
- Hair, brand, and technology education to help them elevate their content.
- New connections with PPD teams and their remarkable portfolio of brands.
Looking Forward
The Protégé Program set a precedent for future educational initiatives by bridging the gap between influencers and professionals and fostering a community of informed and empowered beauty enthusiasts. The captivating, hands-on program has already shown exceptional results, with over 200 organic posts shared by attendees and millions of engagements—all before contracted content even goes live. PPD is looking forward to seeing this partnership continue to thrive through the holiday season and beyond.
Next Up: Head Up by L’Oréal Professionnel Supports Pros’ Mental Health
Header photo credits: L’Oréal Professional Products Division
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