74 pieces
coverage
90M+
readership reach
1M+
social echo
The Client
L’Oréal Colour Trophy is the world’s most prestigious professional live hairdressing competition. In its 70th year, the competition marked a major milestone , celebrating seven decades of creativity, colour innovation and professional hair artistry.
The Challenge
As L’Oréal Colour Trophy celebrated its landmark 70th anniversary, Thinking Hat was appointed to take the regional roadshow beyond the traditional hairdressing trade press and into wider consumer and regional media.
The challenge was to elevate the competition’s cultural relevance, increase visibility across the UK, and ensure each regional heat landed as a meaningful media moment.
The Thinking
Thinking Hat positioned L’Oréal Colour Trophy not only as an industry-leading hairdressing competition, but as a story of British hair craft, regional talent, ambition and career transformation.
The campaign placed a strong focus on regional press, uncovering the human stories behind the competition and quoting finalists and local salons to drive meaningful coverage around each regional event. Alongside this, we also secured broadcast opportunities, including BBC radio, and coverage across key trade publications, positioning judges and industry experts as voices on hair, trends and British salon culture.
The Results
The campaign delivered 74 pieces of coverage, reaching a combined readership of more than 90 million, with a further 1 million+ social amplification generated through coverage shared across publisher and news outlet social media channels.
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