The reality-style ‘Colour Trophy’ show enabled the audience to forge an emotional bond with the hairdressers and view the drama of the competition. To build excitement for the telecast, 8TV’s in-house programmes featured local celebrities, such as a popular finalist of “Malaysian Idol” who worked as a hairdresser, and the dramatic hair transformations of 8TV’s hosts, highlighting synergies between programming and the Colour Trophy. Post-telecast coverage included hair tips and makeovers in a women’s programme.

L’Oreal cemented its market leadership, and successfully grew awareness among consumers, trade and the media. L’Oreal injected unprecedented glamour into hairdressing, leaving hairstylists thrilled with the phenomenal publicity received. L’Oreal’s enhanced partnership with the media also made it the first port of call for TV projects and print shoots.