Choosing the right hair colour shade may be a complicated task, and usually you need to ask a professional to make the right decision. L’Oréal Paris USA is helping ladies to choose the care product that fit them best in a new digital integration 2012 Hair Color Census campaign launched on Facebook and Pinterest. The cosmetics giant is encouraging brunettes, blondes and redheads to get engaged in the promotion by joining one of the ‘hair tribes’ to celebrate their haircolour.

Photo: A snapshot of the L’Oreal Turn It Up Facebook app

As part of the new promotion, developed by New York-based agency Campfire, L’Oréal has launched a Facebook app, L’Oréal Turn It Up, which invites female users to explore their haircolour identity, take tests to define the proper hair shade, meet haircolor ambassadors—beauty bloggers, read their content, get tips, check the before&after photos, win products from the brand—a year’s supply of Healthy Look Creme Gloss semi-permanent color products, and more.

They can also become a L’Oreal Paris ambassador by creating photo-based content. “You wear your haircolor loud and proud, now show it off to all your friends. Turn it up with a custom Facebook cover photo, poster or desktop wallpaper, using pictures of you and your friends,” says the app. On Pinterest, the photo sharing platform, which is gaining momentum now, the brand is inviting its fans to create the ‘Turn It Up’ online inspiration boards for pining images from the Facebook application to win a prize.

The promotion is revolving around probably the most controversial issue in the female world—is colour the one of the features that define a woman’s personality? The 2012 Hair Color Census campaign helps discover the truth behind your haircolour and ruin—or consolidate—stereotypes. Do blondes really have more fun? Are brunettes really brainy? Are all redheads fiery? Join in to find out.