Omar Hajeri, President, Professional Products Division, talks about how the Division has been completely transformed and explains the secrets to its outstanding success, along with key developments to keep in mind for the future.
In 2021, the Division pursued its transformation and it’s paying off. Welcome to the new Professional Products Division!
What were the main achievements in 2021?
2021 was a year of exceptional performance for the Professional Products Division. We outperformed the market and gained market share in all Zones. This performance is the result of our winning strategy built on three key growth drivers.
First, strong growth for our two core categories, haircare and hair colour, driven by disruptive innovations.
In haircare, we renewed our approach by "premiumising" our portfolio and offering breakthrough technologies for the most demanding and diverse hair types, such as Curl Manifesto by Kerastase, Metal Detox by L’Oréal Professionnel and Acidic Bonding Concentrate by Redken. In hair colour, our growth was driven by the strong performance of Shades EQ by Redken and Dialight by L’Oréal Professionnel.
Our second growth driver is the acceleration of our e-commerce. From D2C to pure beauty players to social commerce which allows stylists to easily sell online to their clients, the Division has become truly omnichannel.
Our third growth driver is the full digitalisation of our B2B activation model. From social media to live streaming such as Matrix Connect in India, which gathered 200,000 stylists at the same time, the Division amplified its digital capabilities to reach hairstylists at scale. With SalonCentric and the deployment of our two cutting-edge digital platforms, L’Oréal Partner Shop and L’Oréal Access, we now have a powerful data-driven offline + online ecosystem to engage, train, and serve salons and independent stylists in a more personalised way.
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What about social and environmental performance?
The Professional Products Division has been strongly committed to sustainability for many years.
Did you know, for example, that 85% of our products are made in carbon-neutral plants and 41% are made in Waterloop plants that recycle water from the production phase?
Packaging is also becoming more and more sustainable. We have relaunched our full range of L’Oréal Professionnel Serie Expert bottles, which are now recyclable and made of up to 95% recycled plastic. Redken’s shampoo and conditioners were converted to PCR plastic, saving 475 tonnes of plastic. And the Dialight tube is now made of 95% recycled aluminium.
And we won’t stop there. By 2030, 100% of the plastics used in our packaging will be either from recycled or bio-based sources. Our commitment is for the long term.
What are the main evolutions to keep in mind for 2022 and beyond?
Our Division—totally reinvented to be more inclusive, truly omnichannel, more digital and more data driven—will continue to lead the industry.
In the coming years, the Division will embark the entire hairstylist community on the sustainability journey with the roll-out of its Hairstylists for the Future programme, based on three main pillars: reducing water consumption, managing waste and reducing energy.
We will launch the L’Oréal Water saver, which cuts water usage by up to 65% in salons. This is highly disruptive, and it’s even been ranked in the top 100 innovations by Time Magazine.
With these bold innovations, dedicated to pros, we will continue to drive the transformation of the industry. Our Division stays true to its mission: bring professional quality hair results to all by leveraging the expertise and creativity of hairstylists all around the world.
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