In late 2012, L’Oreal Paris created a live-streamed hair colour event aimed at first timers featuring street casted women. The live event was hosted by Cherry Healey and a L’Oreal hair colour expert. It took these first timers through the process of colouring their hair step-by-step in a live YouTube colour event called “Love at first colour”. Even Cherry coloured her hair with CCG to prove how easy it is. It was the first time a hair colour brand had done a live “how-to” like this. Thus positioning Casting Crème Gloss, L’Oreal’s semi-permanent colour brand, as the perfect choice for first time colourers. 

The educational clips and tools from the Live YouTube event sat on castingcremegloss.co.uk.