L'Oréal Matrix: Club Matrix – A category defining programme

L'Oreal Matrix, a haircare brand, built better relationships with salons in the UK by launching a platform that connected stylists and showcased new products.

Campaign details

Brand: L'Oreal MatrixLead agency: Code Worldwide

Campaign Overview

How do you build a relationship with someone you can't talk to? When L'Oreal tried to improve links with salons, this was their problem.

Distributors were fiercely protective of their relationships with salons, blocking dialogue. A solution was needed that would make everyone happy.

Strategy

Club Matrix (CMX) is ground-breaking.

Previous systems couldn't talk to salons or hairdressers, giving them the support they needed.

CMX became the only global professional brand initiative at L'Oreal that's ever enjoyed digital face-to-face time.

Code London's strategy hinged on distributor buy-in...

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