Matrix: M-day – world’s largest professional hairdressing connect

Matrix, a hair-colour brand, built an interactive and immersive platform to launch a virtual event, bringing the Indian hairdresser community together to upskill them, and equip and reinvigorate them in a new order world.

The marketing objective

Hairdressers play a vital role in the professional Hair-Color category. They are the key stakeholders who drive sales.

In the traumatic year of COVID-19, salons were shut due to frequent lockdowns. The salon industry was affected tremendously, and that led to low morale amongst the hairdressers. At the same time, it was difficult for Loreal also to reach out to the salon partners, especially due to Covid restrictions.

In 2021 restrictions eased up, but that was still not enough for the Loreal sales and education team to connect with the hairdressers and given them a platform to...

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