L’Oréal Professionnel Introduces “headUp’ in India
Campaign to Address Mental Health of Hair Professionals
Professional salon brand L’Oréal Professionnel Paris recently launched ‘Head Up’ in India. The initiative brings together hairdressers from across the world including India’s leading name Hakim Aalim to build awareness and educate professionals on key steps of evaluating and addressing mental wellbeing related issues.
Having launched in the month of National Hairstylist Mental Health Awareness, the brand based this campaign on insights from a study that revealed mental wellness as the #1 challenge for hair pros across 6 countries. The survey revealed that hair pros spend an average of 2000 hours a year interacting with and listening to their clients and hence mental wellness was their #1 challenge.
L’Oréal Professionnel Paris has partnered with the NGO, NAMI and hair pros across the globe, including the renowned Indian celebrity hairstylist, Hakim Aalim, to curate a mental wellness program called ‘Head Up Keys’ which educates health pros in the area of preventive mental wellbeing.
Head Up keys is free and accessible for all on YouTube and L’Oréal Access. This initiative will also be supported with instructor led masterclasses in collaboration with a local NGO.
Expressing her thoughts on the launch, Shweta Sahni, Head of Education, L’Oréal Professionnel Paris said, “Being a hair professional is to also be a great listener. Without a doubt, hair pros provide social and emotional support; as a matter of fact, 75% of clients consider going to their hairstylists as a form of self-care. As a hair pro myself, I know how mental wellness is often neglected in our industry. So, working to create resources for our community to elevate mental wellness is a true opportunity and we are confident it is a valuable support to the hair professionals.
Said Mathilde Barthélemy-Vigier, General Manager, L’Oréal Professionnel Paris said, “Since the brand’s launch in India 25 years ago, L’Oréal Professionnel Paris has been the trusted partner for hair pros. We have been at the forefront of developing the professional beauty industry in India. We are dedicated to the pros, upskilling and elevating them is our key mission.
This year, we are going a step further and launching ‘Head Up’, our brand cause to create awareness and education proactively and preventively about the mental wellness of hairdressers. Through this special cause, we are hopeful to create a culture of positive mental wellbeing across the industry”
This new program will help raise awareness of the mental wellness challenges faced by hairstylists and provide them with free accessible mental health resources.”
“Our goal with Head Up is clear – we want to support hairstylists and give them the required tools to manage their mental wellness while also raising awareness on this topic. The campaign gesture stands for ‘Hope’ in sign language and is our rallying cry for this cause. The tools are curated mindfully and with experts to delivers practical solutions to support the hair pros in their day-to-day routine. To create awareness for our brand cause, we will be using the power of social media and influencers,” added Aditi Anand, Head of Marketing, L’Oréal Professionnel Paris.
Campaign film link – Head Up Campaign – YouTube