Matrix: World’s largest professional hairdressing connect

Matrix India, a hairdressing product company, generated interactions and grew its SOCOLOR product range in India during the COVID pandemic by engaging with hairdressers.

Campaign details

Brand: Matrix IndiaAgency: Wavemaker IndiaRegion: APAC

Strategy

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...

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