L'Oreal Paris Advanced Haircare and Spokesmodel Karlie Kloss Launch #POWERON, A New Campaign Inspiring Women to Experience the Power of Beautiful Hair Every Day

Campaign based on new research showing 77% of women agree: When their hair is "on" - they're "on."

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Mar 20, 2015, 09:00 ET

NEW YORK, March 20, 2015 /PRNewswire/ -- The majority of American women say that "a bad hair day would make them feel less confident than on a good hair day."¹ To fully realize the powerful connection between a woman's inner confidence and her hair, L'Oreal Paris, the leading global beauty brand with a deep-rooted commitment to women, commissioned an online survey that affirmed 77% of women agree: When their hair is "on" – they're "on."²

Today marks the launch of the new L'Oreal Paris Advanced Haircare #POWERON campaign, a multi-channel women's empowerment initiative that includes social media conversations across platforms, in-person events from coast to coast, and a once-in-a-lifetime opportunity to spend "Power Time" with L'Oreal Paris Advanced Haircare spokesmodel Karlie Kloss.

"#POWERON revolves around the profound insight that when a woman experiences her most beautiful hair, she can harness a very special kind of power that's truly extraordinary," says L'Oreal Paris Senior Vice President of Marketing, Malena Higuera. "Through #POWERON, L'Oreal Paris' largest haircare campaign to-date, our goal is to bring this insight to life and inspire women to experience the powerful feeling of beautiful hair every day and embrace their most confident selves."

JOIN THE CONVERSATIONS
To kick-off the campaign, L'Oreal Paris spokesmodels, celebrity brand hair experts, and well-known social media mavens will take to social media to share their very own powerful hair moments, describing and showing how they feel when their hair is "on" with the hashtag #POWERON. Women everywhere can take part in the conversation by sharing their powerful hair moments via uploading photos, quotes, or images to Facebook, Twitter, and Instagram tagging @LOrealParisUSA and #POWERON.

WIN "POWER TIME" WITH KARLIE KLOSS
Anyone who uploads content to social media tagging @LOrealParisUSA, #POWERON and includes #POWERONCONTEST will be entered to win "Power Time" with Karlie Kloss, a modern icon for women's empowerment, encouragement, and inspiration. The grand prize will consist of a trip to New York City to spend time with Karlie, during which Karlie will share her secrets for how to step out into the world poised and self-assured. Entries are being accepted from March 20 – April 17, 2015, and the winner will be notified on April 24, 2015. Selections will be narrowed down by a panel of L'Oreal Paris judges. For further details, visit www.powerofbeautifulhair.com

"There's no doubt that my hair plays a specific role in my life, and I feel an unrivalled type of inner confidence when I'm having great hair day" says Karlie Kloss. "I'm proud to partner with L'Oreal Paris Advanced Haircare on the #POWERON campaign, as we encourage women everywhere to share what that distinct feeling of having 'powered on' hair feels like to them – and in turn, inspire one another."

L'OREAL PARIS TO OFFER WOMEN ACROSS THE U.S. THEIR OWN FREE, PERSONALIZED #POWERON EXPERIENCE
On April 25, 2015, L'Oreal Paris will literally #POWERON women across the country at THE SALON at ULTA Beauty in 25 locations, providing complimentary L'Oreal Paris Advanced Haircare washes and blowouts to help women experience the power of beautiful hair. Additional information on how guests can book an appointment will be shared soon.

#POWERON is connected to L'Oreal Paris' newest haircare collection, Advanced Haircare, a clinically-tested system of shampoos, conditioners and hair treatments designed to bring out the power of beautiful hair to every woman, every day. To participate and follow the #POWERON conversation, visit www.powerofbeautifulhair.com and @LOrealParisUSA on Facebook, Instagram, and Twitter.

ABOUT L'Oreal PARIS
The L'Oreal Paris division of L'Oreal USA, Inc. is a total beauty care brand dedicated to empowering women by offering the most luxurious and innovative products and services available in the mass market. The brand's signature tagline, "Because I'm Worth It," was born in the United States in 1971 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L'Oreal Paris has been providing women around the world with products in four major beauty categories: hair color, haircare, skincare and cosmetics. With L'Oreal's invention of hair color in 1909, the brand continues to serve as the leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Feria, Excellence Creme, Advanced Haircare, Advanced Hairstyle, Elnett Satin Hairspray, the Ever collection, and OleoTherapy. As the #1 skin aging expert worldwide, L'Oreal Paris provides scientifically-advanced skincare products that are clinically proven to address individual skin concerns through its renowned brands Revitalift, Age Perfect, Sublime Bronze, and Advanced Suncare. In 2014, L'Oreal Paris changed the way women interact with makeup by introducing Makeup Genius, an app that allows users to scan a L'Oreal Paris product or advertisement to virtually try on individual products or curated looks. L'Oreal Paris' iconic cosmetics collections include Infallible, True Match, Colour Riche, Voluminous, and Visible Lift. For more information about L'Oreal Paris and to receive personalized advice, expert tips, and exclusive content , please visit www.lorealparisusa.com or follow on Instagram, Twitter, Facebook and Tumblr @LOrealParisUSA.

CONTACT:
ALISON BROD PUBLIC RELATIONS, 212.230.1800: Brittany Hapner, Stephanie Celenza

¹L'Oreal Paris 2014 Hair Care Survey
²L'Oreal Paris Power On findings conducted on their behalf by Harris Poll March 2015 *

Photo - http://photos.prnewswire.com/prnh/20150319/183368
Logo - http://photos.prnewswire.com/prnh/20140411/NY03552LOGO-b

*Survey Methodology: The 2015 survey was conducted online within the United States by Harris Poll on behalf of L'Oreal Paris from March 5-9, 2015 among 1,083 women ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

The 2014 L'Oreal Hair survey was conducted online within the United States by Harris Poll on behalf of Alison Brod Public Relations and their client L'Oreal, between August 18-25, 2014 among 2,009 US adults and an oversample of 506 US Hispanic female adults. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology for either study, including weighting variables, please contact the above.

SOURCE L'Oreal Paris