The #MyHairMyPower campaign
Mission
BOLD&ELEGANT is a hybrid advertising agency that demonstrated its extensive skill set through the #MyHairMyPower campaign for Les Secrets de Loly, the premier French brand offering natural hair care solutions for textured hair. This awareness and engagement campaign was designed end-to-end by BOLD&ELEGANT, serving as a testament to our integrated approach and agility. From concept creation to implementation, we were involved in every step, ensuring flawless coherence and utmost responsiveness throughout. Our team artfully melded creativity, production, and planning to give birth to a campaign that left a lasting impression. In today's media landscape, where every corner is saturated with content, it's an uphill battle for modern brands to make their mark. At BOLD&ELEGANT, we excel at crafting powerful, engaging narratives for brands with big ambitions. The #MyHairMyPower campaign stands as a prime example of this ability. Our aim was to highlight a fundamental part of Les Secrets de Loly's identity – their dedication to natural beauty and self-acceptance. We aimed to ignite a movement that transcends simple product promotion to focus on self-confidence and natural beauty as wellsprings of positive energy. This called for authenticity, sharing of experiences, and celebration of diversity. In conclusion, the #MyHairMyPower campaign allowed BOLD&ELEGANT to showcase its knack for creating authentic, impactful campaigns that do more than just advertise – they contribute to fortifying brand identity. We are the go-to agency for brands seeking to seize attention, differentiate themselves, and emerge as leaders in their market.
Concept
#MyHairMyPower is a movement that empowers women to join the dialogue about textured hair. Through a TV campaign, we enabled "Les Secrets de Loly" to kickstart this conversation, not by dominating it, but by contributing significantly and meaningfully. In taking on this role as a catalyst, "Les Secrets de Loly" became an essential part of this dialogue. Our approach, while authentic and dedicated, is less commercial yet stays true to the spirit of the previous campaign, ensuring our communication is clear and resonates with our target audience. In this way, the brand situates itself as an ally to these women, providing them a platform to assert their individuality and regain control. While the conversation started on TV, it was amplified through large-scale and digital advertising, evolving into a dynamic social media movement. This momentum was spurred on by "Les Secrets de Loly", the hashtag #MyHairMyPower, engaging events, and even a brick-and-mortar hair salon.
TV spots
8, 20 and 30s
Production
BOLD&ELEGANT is proud to have produced the film content for the #MyHairMyPower campaign. Intended for both television and digital platforms, each film of the #MyHairMyPower campaign highlights the unique stories of five women and one child. Captured in sequential shots and slow-motion, these compelling images serve as the foundation upon which their respective interviews were added in post-production, enhancing the visual impact and audience engagement. Under the artistic direction of Elodie Matyjasik and directorial guidance of Pierre Michel-Estival, these six subjects opened up in front of the camera, sharing their narratives with a rawness and sincerity. Pierre Laromiguiere and Thierry Brioul, who conducted the interviews, were able to encapsulate the essence of their testimonials, giving a voice to their unique experiences. Thus, each film becomes not just a visual portrait but a personal narrative, reinforcing the impact of the campaign. As part of our sponsorship of the popular show "Scènes de ménages" on M6, we were also pleased to include the testimony of Claudia Mongumu, one of the series' actresses, further enhancing the campaign's relatability, recognition, and impact. The filming day was intense and dynamic, resulting in a vast array of video and audio footage to ensure a complete set of communication materials: - 20-second versions primarily designed for TV broadcast - 8-second versions for sponsorship segments - Longer versions specifically crafted for digital platforms - Vertical and square formats for optimal sharing on social media - Mosaic versions to be used during events and on the website In total, more than 100 different formats were delivered to the client, offering an impressive variety of content for use across various mediums. CASTING Each of the six women chosen for the campaign had a powerful message to share. The casting focused as much on what they had to express as their unique hairstyles or beauty. Every woman featured was distinctly individual, emphasizing the diversity of hair and personalities among women. The campaign underlines that there is no single type of self-assured woman. Additionally, each participant was selected to showcase a flagship product from Les Secrets de Loly's range that corresponded to them, adding another layer of personal connection to the campaign.
Distribution
BOLD&ELEGANT orchestrated the broadcast of these films through an exclusive partnership with a major French network (M6) during the month of October, leveraging their most popular daily program, Scènes de ménages, which follows several couples' domestic disputes, seen in a humorous light. This show, with its loyal and extensive viewership (4M people every evening in Prime Time), served as the perfect platform to maximize the impact of our campaign. The integration unfolded in three strategic phases: - First, the sponsorship of the show for three weeks, an approach aimed at creating a connection with the audience. - Second, the involvement of a beloved actress from the sitcom who shared her personal testimony to forge a deeper bond with the viewers. - Finally, the broadcast of classic 20-second spots in the Top Chrono format (which only features one commercial break for two advertisers) to ensure maximum impact. These combined tactics allowed BOLD&ELEGANT to position the #MyHairMyPower campaign in front of an engaged and receptive audience, maximizing its effectiveness and reach.
Billboard
Haussmann
Production
The design and staging of the large-scale billboard visuals for the #MyHairMyPower campaign was an intricate and artistically curated process by BOLD&ELEGANT. The main goal was to tell individual, powerful, and inspiring stories, all while showcasing the beauty of diverse hair types and feminine personalities. Each of the six women selected for the campaign brought something unique, whether it was the message they had to share, their hair texture, or their singular beauty. As such, each billboard was designed to reflect each woman's distinct personality, creating a visually captivating diversity that unfolds in vibrant, explosive mosaics. Additionally, the staging was also thought out to highlight a flagship product from the Secrets de Loly line corresponding to each woman. This created an even deeper connection between the campaign's faces and the brand itself. Boldness and elegance, two core values of BOLD&ELEGANT, were at the heart of every design decision. Each composition, whether it was an epic mural or a dialogue in diptych, was designed with particular attention to how it fit into its environment, thereby maximizing the campaign's impact in each chosen iconic location.
Distribution
In October and November of 2022, BOLD&ELEGANT orchestrated a notable presence for Les secrets de Loly in Paris through imposing billboards at symbolic locations: the Grands Magasins district, Opéra, Champs-Élysées, and Beaugrenelle (a Prime Mall in the center of Paris). Each location was carefully chosen to host a unique composition, each telling a distinct story: - Kicking off, the most impressive display was presented on a 5,000 sqft canvas on the Champs Elysées throughout the month of October, followed in November by another 3,000 sqft canvas adorning the Haussmann Pavilion, opposite the Galeries Lafayette (in collaboration with Athem Ad network). - In October, the Beaugrenelle Shopping Center was adorned with a 5,000 sqft diptych featuring two echoing works (in partnership with JC Decaux Ad network). - Still in October, a heroic 5,000 sqft fresco was unveiled at the Opéra station, replaced in November by a gallery of portraits that stormed the Chaussée d’Antin station (in collaboration with MetroBus Ad network). This way, each individual could recognize themselves, and each display maintained its uniqueness.
The booth
Beaugrenelle
Production
The design of the #MyHairMyPower booth at the Beaugrenelle shopping center in Paris was meticulously crafted by the BOLD&ELEGANT agency to create an immersive and three-dimensional experience for visitors. The space was organized into three distinct but interconnected areas, each with its own unique functionality and offering a rewarding experience in its own right. The first area, called the "Immersion Zone," is dedicated to celebrating the six women who embody the campaign. Upon entering this zone, visitors are greeted by towering monuments displaying the portraits of these women along with their long-form testimonials. This space allows visitors to fully immerse themselves in the individual stories that inspired the campaign, explore the diversity of hair types and female personalities, and understand the essence of the #MyHairMyPower message. The second area is the "Advice and Sales Zone". In this section of the booth, Les secrets de Loly team is on hand to offer personalized advice and assist visitors in finding the flagship product that best suits their specific needs. It's also where products are available for purchase, allowing visitors to leave with a tangible piece of the #MyHairMyPower experience. Lastly, the third zone is designed to be 'Instagrammable', a creative space where visitors can actively engage with the campaign. #MyHairMyPower balloons float in this area, creating a perfect backdrop for memorable photos. Not only does this space give visitors the opportunity to share their experience on social media, but it also encourages deeper interaction with the campaign, allowing visitors to express themselves and feel like an integral part of #MyHairMyPower. Every element of the booth was designed with the intent to captivate, engage, and inspire visitors, creating an unforgettable experience of the essence of the #MyHairMyPower campaign.
The hair salon
MyHairMyPower
Production
The execution of the #MyHairMyPower pop-up hair salon in Paris was a true challenge of agility and innovation, successfully carried out by the BOLD&ELEGANT agency in just three weeks. The objective was to design and produce a unique and engaging space, set to host 300 customers over the course of December 2022. The design of the salon began with an intensive brainstorming and planning phase, during which even the finest details were considered. BOLD&ELEGANT's team sought to create an environment that not only reflects the aesthetic and values of the #MyHairMyPower campaign, but also provides a superior hairstyling experience. The space was designed to be both functional and inspiring. Each hairstyling station was equipped with the necessary to offer clients a full range of hair services. The salon's walls were adorned with visuals from the campaign, continually reminding clients of the #MyHairMyPower message. Production required meticulous and efficient coordination with craftsmen, suppliers, and installers to ensure everything was ready on time. Quality materials were selected, and top hairstyling equipment was installed. Everything was done to ensure that the salon was not only aesthetically appealing, but also compliant with the strictest safety and hygiene standards. Despite a tight timeline, the salon opened its doors as scheduled, ready to welcome hundreds of clients. It was a vibrant, inspiring, and welcoming space where women could gather, share their stories, and celebrate the beauty and power of their hair. The #MyHairMyPower pop-up hair salon was a resounding success, further proving BOLD&ELEGANT's ability to produce memorable and meaningful experiences.
Brand Content
Simone Media
Media Partnership
One of the major aspects of the #MyHairMyPower campaign was a brand content partnership with Simone Media, a digital media brand within the Prisma Media group (France’s number one magazine publishing group aquired in 2022 by Vivendi), recognized for its commitment to women. This partnership was a unique opportunity to reach an even wider audience and to engage in authentic dialogue with the community of women who follow Simone Media. The partnership unfolded in five phases: 1. Call for testimonials on partner's social media: In the spirit of sharing experiences, we launched a call for testimonials on Simone Media's social media. This allowed women from all walks of life to share their personal stories about their textured hair, thus enriching the conversation around the #MyHairMyPower campaign. 2. Making-of the shooting: A 2-minute video revealing the behind-the-scenes of the shooting was made to give a glimpse of the dynamic and inspiring atmosphere that prevailed during the production of the campaign. 3. Testimonial stories: We shared inspiring testimonials from women who participated in the campaign on Simone Media's social media stories. These personal shares offered a more intimate and personal perspective of the campaign. 4. Kelly Tribute Video: A dedicated 4-minute video was created around Kelly, the founder of Secrets de Loly. This helped deepen the link between the brand and the campaign, by showcasing the inspiring journey and vision of its creator. 5. Salon Promotion: Finally, we actively promoted the MyHairMyPower pop-up hair salon in Paris via Simone Media's platforms, thus encouraging more women to experience it in person. Thanks to this brand content partnership, we were able to strengthen the impact of the #MyHairMyPower campaign by generating authentic engagement with a qualified and committed audience.
Digital
Website, Ads & Social Media
Production
At the heart of the #MyHairMyPower campaign, we developed a variety of digital assets to engage audiences across multiple platforms and formats, while maintaining the campaign's visual identity and message. Myhairmypower.com website: At the core of our digital strategy, we envisioned and designed a website specifically dedicated to the campaign. Clean and intuitive, the site is a digital showcase for the #MyHairMyPower campaign, reflecting its universe and energy. The site was intended as a meeting place between the campaign and its audience, offering a visual immersion into the very essence of the campaign. Display banners: A set of display banners was produced to promote the campaign online. Adapted to different screen sizes and platforms, these banners capture the essence of the campaign in a concise and attractive format, stimulating user interest and engagement. Social media videos: In response to the growing popularity of video content, we created a series of short videos for social media. Each video features a woman from the campaign sharing her personal story and her connection with Les secrets de Loly products. This helped give a human face to the brand and create an emotional bond with the audience. Behind the scenes: To offer a unique glimpse into the campaign, we produced a behind-the-scenes video of the shoot. This video allowed viewers to discover the atmosphere of the shoot and appreciate the authenticity of the testimonials, thus reinforcing the transparency and authenticity of the campaign. Each digital asset was carefully designed to contribute to the overall narrative of the campaign, ensure a constant presence on various digital platforms, and create a lasting connection with the audience.
BTS
MyHair
MyPower