Nathalie Roos
How did the Professional Products Division perform this year?
Nathalie Roos: 2020 was a particularly difficult year for the professional industry. As we all know, all salons worldwide gradually closed. In this context, L’Oréal’s Professional Products Division nevertheless confirmed its leadership thanks to the fantastic mobilisation and agility of the teams. We implemented a solidarity initiative to provide hairdressers with both financial and human support and this has strengthened our ties with the industry like never before. As a result, while this crisis affected us in the short term, it has reinforced us fundamentally for the long term. It has enabled us to accelerate the trends that we had anticipated: the digitalisation of salons, e-commerce and the rise of independent stylists. It has also revealed how essential the hairstyling profession is for people.
How did the Division overcome these difficulties?
Nathalie Roos: In 2020, the Division made historic market share gains in all geographic Zones, thanks in particular to the significant return to growth in the second half. We are stronger than ever because our transformation strategy, which we initiated over three years ago, has enabled us to seize all market opportunities and become truly omnichannel. Thanks to the digitalisation of two of the Division’s key drivers—order-taking and education with L’Oréal Partner Shop and L’Oréal Access—today we are even more connected with our customers, and more accessible. In just one year, we were able to accelerate so fast that our e-learning platform, L'Oréal Access, which was available in 17 countries, has now been rolled out in 85. We also trained 2.5 million hairdressers, in only two months, during lockdown!
The Division significantly accelerated e-commerce sales to both professionals and consumers. We created a new online social commerce model through which hairdressers can sell directly to consumers via social networks, giving hairdressers a more central place in our strategy than ever before. Our e-commerce has doubled since last year, and now represents 20% of total sales. Within this new ecosystem, our brands have adapted and demonstrated their unique attractiveness. The best example is Kérastase, which has shown its innovation leadership across all channels.
What changes lie ahead for the Professional Products Division?
Nathalie Roos: The Division proved again its spirit of conquest with successful launches in 2020, particularly Genesis, the first range dedicated to hair loss and hair beauty, and the extension of the Blond Absolu range by Kérastase, and at L’Oréal Professionnel with the success of Steampod,. In 2021, we will maintain our lead thanks to major innovations in formulas, with the launch of Metal Detox by L’Oréal Professionnel, which is protected by nine patents; in packaging, with Redken Lightener, whose individual sachets completely dissolve upon use; and in inclusion and diversity, with Curl Manifesto by Kérastase, which responds to the strong demand amongst women to express their natural beauty.
The Division supports hairdressers to help them better meet consumers’ heightened expectations, particularly in terms of sustainable development. We will be including all hairdressers in a global programme, Salons for the Future of L’Oréal, in line with the L’Oréal for the Future objectives.
And we will continue to highlight the profession through the development of a Bachelor’s Degree in Hairdressing & Entrepreneurship at Real Campus by L’Oréal in Paris, which has already become international thanks to a joint degree programme with Arizona State University in the United States.
Through these initiatives and its commitment to all stakeholders, first and foremost our hairdressers, L’Oréal is strengthening its leadership within the industry.
It’s now my pleasure to introduce you to Godhands Joe, currently in China. Joe is an amazing hairdresser in Shanghai. Together we’re going to have a chat about our partnership, which I’m particularly proud of. Joe, you have been one of our partners since 2018 and I very much appreciate our collaboration. I know that it has been a tough year for everyone in the hairdressing sector all over the world.
What has been your experience as a hairdresser in China?
Godhands Joe: That’s right. 2020 was a very difficult year for us. We faced many hardships, but we found some very good solutions. In 2020, we upgraded the Godhands brand. This period for us was a true challenge, but we were never alone. L'Oréal Professionnel supported us throughout this challenging time, and I can never thank them enough. During lockdown, the various courses available on Access by L’Oréal Professionnel truly improved the abilities of all professionals in the hairdressing industry in China. I feel very honoured to have this partnership with you. Thank you very much!
Nathalie Roos: For over a century, L’Oréal has been committed to hairdressers. In 2020, we offered more support than ever before. As soon as the crisis began, L’Oréal deployed a solidarity plan specific to hairstylists. From the first week of lockdown, L’Oréal offered all salons and independent hairdressers worldwide the opportunity to freeze payments. The Group then went on to support the profession by developing social distancing protocols in salons and providing hand sanitisers and protective masks. All these actions helped hairdressers reopen their salons and welcome customers in the safest conditions. We are very proud of the role we played and of the profession as a whole.
66% of consumers went back to their hairdresser the first week after reopening in France, in Germany and in the United States, and I know the rush was the same in China. 90% of hairdressers in France and the United States say they were satisfied with L’Oréal’s support during the crisis. And I know that in China the feedback was identical.
Godhands Joe: That’s right. We worked with L’Oréal Professionnel to launch a new hair colour experience, which was a real leg-up for the profession. This service really helped the salon by providing a more reassuring experience for customers. I think our close ties with L’Oréal Professionnel will only grow stronger in the future, helping us to continue developing our skills and business together.
