Behind the scenes of L’Oréal Professionnel influencer boxes
How we designed and printed standout influencer boxes to elevate L’Oréal’s haircare products.
- Influencer boxes
Since 1907, L'Oréal has been providing customers with innovative products in the skincare, haircare and cosmetics categories. One division within the brand is L’Oréal Professionnel, which is aimed at hair salons and beauty businesses across the country. L’Oréal approached Linney to help create a buzz around two of its product lines: Curl Expression and DIA Light Booster. Having worked with the L’Oréal team for several years on in-store retail displays, we were invited to pitch to manage its influencer campaigns and social listening.
The project required support across the campaign lifecycle from packaging, creative, manufacturing and fulfilment of the boxes.
The Curl Expression Influencer box
This influencer box contained shampoos, conditioners and treatments for hair enthusiasts and professional salons. With so many large products inside, extra care was required to ensure that the box was as compact as possible.
The size of the products wasn’t the only challenge for our Display team; the products also had considerable weight to them. This required our designers to get creative when designing the holding tray for the products. It needed to ensure the packaging looked good and keep the products in pristine condition.
After thorough testing our team created three separate influencer box designs. Once sign-off was achieved, 170 of these were delivered across the country as part of L’Oréal’s campaign: 50 went to microinfluencers (3,000 to 100,000 followers), 70 went to macroinfluencers (100,000 to 1 million followers) and 50 to salons.
DIA Light Booster Influencer box design
L’Oréal’s brand new hair colour toner comes in five different colours, and so it demanded five different artworks! To save on cardboard materials and postage, our team created a design that made the box as compact as possible. Despite its petite size, all the product and campaign information for the salon audience was still easily included, and 300 salons received one of the five boxes, in violet, red, copper, ash or gold. The box design reflected the products inside; our Creative team matched the pearlescent colour from the inner to outer box to create a luxurious feel.
Influencing the influencer
L’Oréal puts great importance on sustainability, and so each influencer box was completely recyclable. After two successful box launches, the Packaging team is looking forward to working on more projects with L’Oréal to help meet its influencer audience needs, creatively and practically.
Our Packaging team combines in-house design with seamless logistics, meaning we can support your influencer box launch from creation to delivery.
“Linney did an amazing job at bringing our vision to life! We have had a fantastic response both internally and externally on the overall quality and innovative style of the mailer, whilst also being extremely good value in terms of costs”
Social brand manager- about the Curl Expression project