It’s not easy being a top model!
To test the long-lasting efficacy of its new hair repair programme, L’Oréal Professionnel has teamed up for the first time with the trendiest twins of fashion for an unprecedented experience. The brand has set up a live PRO FIBER test during the entire Paris Fashion Week (March 1st to March 9th 2016), an event known to put stress on models’ hair. The concept? Very simple. One of the Soles sisters will follow the PRO FIBER protocol and at-home routine, and the other will not. No safety net for this test, which you can start following now by watching the first Soles twins video.
BAYLEE AND KELSEY, THE IT TWINS OF THE FASHION WORLD
In 2016, celebrity sisters are trending! First there was Mary-Kate and Ashley Olsen, then Gigi and Bella Hadid, and now we have Baylee and Kelsey Soles! The twin sisters look exactly alike but have very different personalities. Hailing from South Carolina, they have already graced the catwalks of some of the biggest names in fashion: Saint Laurent, Marc Jacobs, Miu Miu and more, at just barely 19 years old. The young models star in campaigns for Lanvin, CK2, and some of the most famous magazines in the world. The Soles sisters are everywhere, and the internet buzzes with hundreds of likes every time they post on Instagram. And this is only the beginning!
10-DAY PRO FIBER@FASHION WEEK CHALLENGE
With over 200 million Google searches, “damaged hair” is one of women’s major hair concerns. What better time than during Paris Fashion Week to test the long-lasting efficacy of the new generation of PRO FIBER hair repair products? Pulling, spraying, straightening, styling, unstyling, restyling… Show after show, catwalk after catwalk, a model’s hair is subjected to extreme stress and damage.
To take part in the challenge, L’Oréal Professionnel also called upon one of its top hairdressers, a rising star and ultra-connected himself, Italian Giulio Panciera. He will apply a standard hair repair product to one of the sisters’ locks and the other sister will get the PRO FIBER treatment. Step 1: diagnosis, to identify the level of hair damage and choose the most suitable PRO FIBER range; Step 2: professional treatment is applied by the hairdresser; Step 3: hairdresser provides a personalized recommendation for an effective at-home routine to reactivate and maintain long-lasting hair repair.
To follow this challenge live with the Soles twins, it’s all on social media! The campaign kicked off on March 1st on the Soles sisters’ Instagram accounts, where you’ll get a look at their private diary “Inside Paris Fashion Week” to follow and compare the PRO FIBER challenge results! You can also follow the L’Oréal Professionnel Facebook and Instagram accounts to get the inside coverage of their experience!