L’Oreal’s Mizani Goes Digital
November 19, 2015
Develops unique meme for marketing campaign.
Textured hair care brand launches the first-ever meme technology that supports natural hair salon professionals who are at the forefront of the burgeoning natural hair care movement, said the company.
Created by New York City-based agency Ivy Digital, the meme uses the hashtag #TrueTexturesPRO as a part of a multiplatform social media strategy that supports MIZANI’s launch of True Textures, a new salon-based haircare line for curls, coils, and waves. The launch includes a micro-site, Periscope chats to educate salon professionals and consumers, and social influencer activations. Mizani is a division of L’Oréal Professional Products Division that caters to a multicultural clientele of salon professionals and consumers.
To activate the meme technology, salon professionals are encouraged to visit the microsite www.MizaniTrueTexturespro.com to upload an image, their salon details, and share the meme on Facebook, Twitter or Instagram. They can also list their salon on Mizani.com’s salon locator for future reference and connect with Mizani’s professional retail partners distributing the product line.
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