HAIR MUST – PRESS RELEASE
HAIRMUST-CLOSE TO YOUR HAIR
L´Oreal Professionnel announces the new „big bang“ in the universe of hair beauty. Through modern internet technologies, brand community HairMust will give the opprotunities for haidressers and brand´s fans to be closer of world best haidresser´s and beauty trends and the brand itself. Instead of one way commnunication you can help us to built our community and be part of it. We want meet you, we want hear you, we want advice you!
OUR AIM
We know that only the qualitative developpement of our salons will issue to satisfied customer of our brand. That´s why L´Oréal Professionnel brings to its haidressers several marketing, merchandising and education tools which enhance their business. Existing tools are following:
Ø Education & trainnings
Ø Merchandising items and trainnings
Ø Marketing and discount programs for salons
Ø Shows promoting the best practises
AND NOW!!! HairMust on-line brand community transfers all mentioned into a new dimension!
BRAND COMMUNITY IS MAINLY SOCIAL COMMUNITY
The concept of brand community come out from the basic human needs like socializing, sharing great ideas or finding a close friend. You can perhaps know these social networks, already existing on internet:
The concept of barnd community is also very young, based on the article of two american sociologist – Muniz and O´Guinn-from 2001. Their definition of BC is the following: „A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.“ (Dixit Brand community by Muniz and,O’Guinn 2001 by Journal of consumer research, Inc. ● Vol. 27 ● March 2001).
Since then, there was no real try to create an online brand community, branded directly by a brand.
L´Oréal Professionnel is one of the first brands to really try the experience!
IT WILL WORKS !?
Due to the nature of the project as real small revolution we don´t know if the reality will reach our expectations. Nevertheless we are strongly convinced that the expansive offline community already exists and that for following reasons:
· Hair profession is a very dynamic profession where hair professionals
o Attend to training
o Participate to fairs
o Organise contest between themselves
o Are passionated by their work
· There is a demand from hair salon clients on:
o Advices
o Trends, inspiration
o Contacts with „good“ hairdressers
· Brand Loreal Professionnel is famous and is a reference in the industry
So it just have let to put them on-line and spirit our brand!
WHY TO REACH OUR COMMUNITY
New community HairMust of L´Oréal Professionnel is type of UGC network, living from the activity of all membres. More it has members, more powerfull and animate our community will be. The strategy is based on the principle EVERYBODY WONS! Let´s check the motivation for all target group visitors:
· Hair professionnals:
o Show their work (photos, advices)
o Motivate their team
o Be visible from potential clients
o Organise and promote events
o Find jobs
o Find material for their salon
o See what is the trend/make the trend
o Be informed in real time
o Networking (chat, discussions, blogs)
· Anybody
o Choose a hairdresser based on his work
o Obtain information on trends, products
o Be advised on hair/style questions
o Find inspiration for hairstyle or special occasions (wedding, social events, …)
o Find informations
o Vote for best hair dresser
o Networking (chat, discussions, blogs)
WE WAIT YOU ON-LINE ON HAIRMUST.CZ!
Posted by frankcisar 
