The initiative was globally developed by the brand in partnership with the NGO National Alliance on Mental Illness (NAMI)
L’Oral Professionnel has announced the launch of the global “Head Up” campaign, which aims to give more visibility to mental health, especially for beauty professionals such as hairdressers.
The initiative, which includes training through a series of videos divided into four modules focused on raising awareness on the subject, was co-created with hairdressers from around the world with a focus on mental health and was globally developed by the brand in partnership with the NGO National Alliance on Mental Illness (NAMI).
The project was conceived after brand studies pointed out that mental health is the 13th challenge for salon professionals, and in Brazil, according to a study carried out by L’Oral Professionnel with 257 respondents, the data is even more aggravating, since mental health the second biggest concern according to 59% of respondents.
“We know that mental health was a big issue for everyone during the pandemic, but when we look at the beauty market and all the challenges that were experienced, it is clear that those who worked with it needed to reinvent themselves and develop great resilience. the issues, from professional training to how to help the business, today we want to continue taking care of the business, and more than ever, after all, we have a 360 look at those who touch and take care of our consumers on a daily basis. takes care”, said Mariana Salgado, director of L’Oral Professionnel in Brazil.
With the aim of raising awareness about mental health, the content was made available on the brand’s YouTube channel and on Access, the L’Oral Produtos Profissionals teaching platform.
In addition to online content, each country will have a local NGO that will be a partner in the development of meetings and a specific agenda for each country. In Brazil, the responsible NGO will be Movimento Saber Lidar, which aims to promote the mental health of professionals who deal directly with the public.
“In recent years, recognition of the importance of mental health has grown rapidly. Therefore, working with L’Oral Professionnel on behalf of the mental health of hair professionals was essential. I am proud to co-develop this free training program,” added Katrina Gay, a mental health expert at the NGO National Alliance on Mental Illness (NAMI), co-developer of Head Up.
