"L’Oréal and professional hairdressers: a winning team"
Nathalie Roos
President - Professional Products
Today we are in a Salon Emotion™ hair salon in Paris. We began the Salon Emotion™ programme in 2015 and have adjusted and strengthened it each year, notably thanks to digital technology, expanding it to 24,000 salons today.
The purpose of this programme is to transform the in-salon experience so that it is as memorable as possible, based on a unique relationship with one’s hairdresser, a qualitative hair diagnosis and customised service.
In 2018, the global professional market confirmed its growth and showed some very encouraging signs for the future regarding both geographical regions and product categories such as hair colouration.
With a performance in line with that of the market, the Professional Products Division confirmed its solid leadership and accelerated significantly in the last quarter.
Our key countries, such as the United States and Brazil, accelerated strongly, while Asia Pacific is now playing its role as growth driver for the Division.
The renewed dynamic of the Division shows that our transformation strategy, adapting to a constantly changing digital world and thanks to our teams in the countries, is starting to bear fruit.
The mission of L’Oréal’s Professional Products Division is to attract more women and men into salons, always offering them services and products of exceptional quality.
We are embracing the diversification of new distribution channels like e-commerce, while at the same time ensuring that salons are exceptionally appealing and competitive.
In order to achieve this, it is key to associate the expertise of salon professionals to innovations and services that perfectly respond to consumers’ expectations.
And the more the professional is a true expert, the better the in-salon experience will be.
Our Division proposes innovations and services that respond to emerging trends and consumer expectations and that address all hair types.
For example, Kérastase Extensioniste responds to the long hair trend, L’Oréal Professionnel’s Color Me French and Shades EQ by Redken respond to the multi-tone trend, and Redken Brews responds to the men’s grooming trend.
In response to the growing demand for natural products, we have created Botanéa, L’Oréal Professionnel’s first 100% herbal hair colour for which we have also developed a specific education programme to support hairdressers in their use of this new type of hair colour.
Bespoke hair treatment was particularly important this year. Take for example, Fusio-Dose, Kérastase’s ultra-personalised in-salon hair treatment, which can also be continued with Fusio-Lab, an at-home protocol.
Lastly, L’Oréal acquired the hair colour brand Pulp Riot. Since its launch, Pulp Riot has transformed the professional market through the creation of avant-garde content and through the use of social media to inspire, educate and engage hairstylists.
Pulp Riot is a terrific source of inspiration for all the brands in our Division.
Our industry continues its transformation and L’Oréal, thanks to its pioneering spirit, is well positioned to accompany its development.
Our brands, L’Oréal Professionnel, Kérastase, Matrix and Redken are renowned for their high quality and performance.
Our constant innovation, combined with the know-how and expertise of professionals, allows us to provide unique and personalised looks to meet the individual expectations of each and every consumer.
Thanks to all of these assets, we are confident in the success of 2019.
