September 2012  ///  Cedar Lake  ///  NYC

At an intimate 'Unlock Your Beauty' press event, L'Oreal showcased their new Advanced Haircare line by creating a series of 'vaults' representing each of the 5 new products.

Each vault's curtain revealed a conceptually stylized space featuring live models performing short 2-3min routines. Each performance was evocative of a hair care product, where a model lifting dumbbells and anvils with her hair was staged for the 'strengthening' product and a suspended aerialist swam in a giant fish tank was representative of the 'hydrating' product.

After the 5 mini-performances, brief remarks from L'Oreal executives were followed by the reveal of the actual product. Guest were then invited to deep-dive with the product specialists and consult famed hair technicians on specific hair problems and L'Oreal solutions.