L’Oréal Professionnel has a reputation for perfectly balancing cutting-edge trends with wearable street styles. Its high performance products and services make it the favourite choice for modern women all around the world. So launching a new texture collection and service was an exciting opportunity. 

To create a headline trend-looks campaign for L’Oréal Professionnel’s texture products. 

We worked with L’Oréal Professionnel and Korean celebrity stylist Kang Sung Woo to create the K Perm campaign. Feeding off the popularity of K Pop, and consumer appetite for everything Korean, K Perm was developed as a full-service with five headlining looks. We developed visuals, behind-the-scenes and social content, as well as sales and education materials for use in-salon.