L'Oréal Profesionnel

L’Oréal Professionnel represents a wide range of hair and make-up artists. To do something special for their artists in the Netherlands, L’Oréal reached out to Eric Elenbaas agency with the question to come up with a concept that will put the spotlights on the artists behind the chair for a change.

'In terms of light frequencies, white is the presence of all colors and is, therefore, a color. Black is not, without light everything is black.'

We wanted to play with this concept of black and white, in photography and graphic elements, to extract the attention from external elements and put (the spot)light on the artists. An outspoken but sophisticated concept, attractive and elegant, that is close to home for beauty brand L'Oréal Professionnel.

In the process and creation of the identity of the magazine we mixed classic with modern elements. Like white and black are opposite, we combined two opposite typefaces that complement and strengthen each other. The concept of combining classic with modern is sensible throughout the magazine.