Beauty graduates gain access to exclusive L'Oreal website

by Charlie McCathie, Brand Republic 03-Apr-07, 12:20

LONDON - L'Oreal Professional is turning to interactive media to build loyalty among its business customers, with a website built exclusively for hair and beauty graduates.

The company has launched a relationship marketing website for the graduates of its colour specialist course, believing they will be the industry's next major salon owners.

The website will act as an online support service, providing industry news and a forum for hair professionals to develop their talents. It was designed and built by digital agency Frog Creation, which was tasked with creating a web platform for a VIP social networking community.

Only authorised users can access the information, which will include new products and collections. Career development will be a key focus of the website, with information on training courses and technical resources available for downloading.

Dan Ghinn, Frog Creation's managing director, said: "By providing timely premium content to an exclusive audience, the site gives targeted professional hair stylists a reason to keep coming back to the site interacting with the brand."

Allegra Ziletti, new media manager at L'Oreal Professional Products Division, added: "The site was created by demand from graduates who were hungry for a constant flow of information, which they could add to their learning. It gives them a real opportunity to share and tap into their peers' expertise while seeing what's going on behind the scenes."