Group in graduation caps holding certificates on a staircase beside a L'Oréal Professional "HAIR UNIVERSITY" sign
Submitted by Scooperz

L'Oréal Professional Hair University Creator Program

Influencer Marketing

Scooperz ran Hair University, a multi-day creator education program for L'Oréal Professional Brands in the Benelux, which the agency reports reached 44M across 372 posts.

44MReach
2MTop TikTok Video Views
78KTop TikTok Video Likes
2KTop TikTok Comments

Case in 60 seconds

L'Oréal Professional Brands wanted Benelux creators to speak credibly about hair health, common problems and product solutions, which is hard because that knowledge sits with salon stylists rather than with the influencers who reach consumers.

The page frames creator credibility as something taught rather than bought, because influencers who have studied hair science and worked beside professional stylists make content that carries salon authority in their own voice.

Hair University turned an influencer program into a campus, with a curriculum and a graduation, so creators earned the standing of a Hairfluencer through education rather than through a product brief.

Scooperz ran a multi-day campus event series for Benelux brand ambassadors and new talent, with hair science sessions, salon experiences with stylists, TikTok and Meta content training, brand challenges and content kits feeding posts on TikTok and Instagram.

Scooperz reports 53 creators, 372 posts and 44M reach, and says its best performing TikTok video drew 2M views, 78K likes, 2K comments, 7K saves and 313 shares.

Strategy Breakdown

Benelux haircare creators, a mix of loyal brand ambassadors and new talent, and through them the people who follow haircare content on TikTok and Instagram.
Professional haircare depends on salon expertise that most creators do not have, so Scooperz built education into the program rather than relying on product seeding alone.
L'Oréal Professional Brands acts as teacher and host rather than sponsor, supplying the science, the stylists and the salon setting that give creators something specific to say.
The page describes sessions where influencers connected and collaborated on content, so the program used peer belonging as the reason to create rather than a posting obligation.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • Scooperz

Participation mechanic

  • Creators enrolled in a campus program, attended hair science sessions, salon consultations, trend talks and brand challenges, collaborated on content with each other and finished with a graduation session.

Results & Evidence

MetricValue
Reach44M reach
Posts372 posts
Creators53 creators
Days5 days
Participating Creators50+ creators
Top TikTok Video Views2M views
Top TikTok Video Likes78K likes
Top TikTok Comments2K comments
Top TikTok Video Saves7K saves
Top TikTok Shares313 shares

Why Scooperz's strategy worked

  1. 1

    Teaching creators the science behind a category gives their content a basis for credibility rather than a borrowed one, because the creator can explain the hair problem before naming the product that solves it.

  2. 2

    Pairing influencers with professional stylists links the creator channel to the salon channel, so the professional positioning of the brands travels into consumer content rather than staying inside the salon.

  3. 3

    A graduation session and branded kits give a program the shape of a cohort rather than a campaign, which supports the long-term relationship with creators that the page names as the goal.

  4. 4

    Mixing loyal brand ambassadors with new talent lets an established roster set the standard for newcomers, while the brands widen the group of creators they can call on for later haircare content.

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