L’Oréal and Pandora fuse music and beauty for experiential event

To launch its latest product, L’Oreal teamed up with Pandora, FCB and Universal Music to create a colourful experience for millennial audiences.

With 100 social media influencers and 100 Pandora listeners invited to the launch event for L’Oreal’s Colorista range last week, the company sought to create a ‘money can’t buy experience’ that it’s target audience of millennials increasingly crave.

Held at Auckland’s Orange Coronation Hall, the event provided a mixture of experiences that included hair dying by L’Oreal hair stylists, manicures for guests by Le Vernis nail bar and a fashion show by local designer Pia. Rounding off the night was a live performance by Kiwi artists Sachi.

Sachi was chosen by using Pandora’s data to unearth “a hot trending New Zealand artist” popular with L’Oreal’s young target audience. Pandora then teamed up with Universal Music New Zealand to secure the performance.

Pandora sales director James Butcher says its target audience of millennials was a difficult demographic to authentically engage, which led to the team’s use of music as its engagement tool.

“In an increasingly cluttered media landscape, activations within the consumer passion point of music is an incredibly powerful mechanic to deliver cut through and meaningful engagement with a highly influential audience,” says Butcher.

FCB Media digital director Kate Grigg adds the launch event provided an authentic experience for a millennial audience who it identified by pushing Pandora’s data and audience insights to an innovative level linking to trending music act Sachi.

“The exclusive performance and fashion show saw L’Oréal fans and key influencers experience the Colorista range first-hand,” she says.

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