While it’s hard to imagine Karlie Kloss ever having a bad hair day, the supermodel understands the powerful influence of a good hair day on a woman’s self-esteem. As such, Kloss is teaming up with
L'Oréal Paris to help launch the brand’s #POWERON campaign in the US.
The social media initiative seeks to empower women via multi-platform conversations and events around the US, plus it’s offering the opportunity to win a meet and greet with Kloss herself.
Kloss firmly believes hair plays a huge role in terms of confidence levels, saying: "There's no doubt my hair plays a specific role in my life, and I feel an unrivalled type of inner confidence when I'm having great hair day," says Kloss.
"I'm proud to partner with L'Oreal Paris Advanced Haircare on the #POWERON campaign, as we encourage women everywhere to share what that distinct feeling of having 'powered on' hair feels like to them – and in turn, inspire one another."
An online survey confirmed Kloss’ opinion, with 77 per cent of women affirming that a good hair day changes their whole outlook.
L’Oréal Paris senior vice president of marketing Malena Higuera elaborated on the purpose of the campaign, saying it hopes to ensure women feel their best every day.
“#POWERON revolves around the profound insight that when a woman experiences her most beautiful hair, she can harness a very special kind of power that’s truly extraordinary. Through #POWERON, L'Oreal Paris' largest haircare campaign to-date, our goal is to bring this insight to life and inspire women to experience the powerful feeling of beautiful hair every day and embrace their most confident selves."
To launch the initiative, brand spokesmodels and celebrity brand experts will be sharing their personal hair stories across various social media platforms using the hashtag #POWERON. Women all around the world are also encouraged to take part in the conversation by sharing their own hair moments, uploading quotes, videos and images, and incorporating the campaign’s hashtag.
