PROFESSIONAL BEAUTY
“ Today, the Division is present in all three professional beauty categories ”
An Verhulst-Santos
President Professional Products
(1) Source: Kline study “Salon Hair Care: World Market Analysis and Opportunities”, July 2014.
A NEW STRATEGIC
CHAPTER FOR THE DIVISION
+2.6%
Professional Products
Division sales growth(1)
+2.7%
L’Oréal Professionnel
sales growth(1)
(1) Like-for-like.
INTERVIEW HIGHLIGHTS
What was the defining moment of 2014?
With the acquisition of DECLÉOR and CARITA, we are now present in all three professional beauty categories: haircare, nail beauty and skincare. As a long-established leader(1), we have once again this year outperformed the professional haircare market. The new categories represent a tremendous growth opportunity, particularly in the New Markets where consumers are increasingly seeking a holistic approach to beauty."
How is the Division expanding internationally?
We have a differentiated strategy tailored to each market. Our objective is to inspire customers and restore momentumin the mature markets, especially through salon modernisation, innovations and exclusive services that help hairdressers assume their role as advisors and experts. In the New Markets, which hold the promise of future growth our first challenge is to professionalise the market, in order to make hairdressing a more attractive profession and create strong partnerships with hairdressers.
What are the Division’s growth drivers?
Education is the Division’s key growth driver, and provides essential support for market development. In 2014, more than 3.5 million beauty professionals were in contact with our education teams. With the addition of more than 30,000 new hairdressers this year, extending our distribution network is also at the heart of our growth. Lastly, digital media also play a key strategic role by increasing the attractiveness of our brands and encouraging women and men to visit salons
(1) Source: Kline study “Salon Hair Care: World Market Analysis and Opportunities”, July 2014.
Deux nouveaux atouts en soin de la peau
DECLÉOR,
AROMATHERAPY-BASED COSMETICS
Founded jointly by an aromatherapist and an aesthetician, DECLÉOR launched its oil-based skincare products in 1974, initially for the face and then for the body. The brand’s success stems from its institute-based aromatic beauty treatments and its sensuous oils. DECLÉOR complements the Professional Products Division’s portfolio by opening up a new territory and providing genuine expertise in essential oils.
CARITA,
PROFESSIONAL LUXURY
The anti-ageing specialist CARITA cultivates its unique identity thanks to its cutting-edge technology and its holistic concept of beauty, encompassing the face, body and hair. Its success is based on a unique combination of effective formulas and devices, using innovative equipment such as LED(1) and ultrasound. Thanks to CARITA, L'Oréal will seize promising professional beauty opportunities, especially in Asia.
(1) Light-Emitting Diode.
L’ORÉAL PROFESSIONNEL
AT THE CUTTING EDGE OF TRENDS
L’ORÉAL PROFESSIONNEL is the first contributor to the Division’s growth. The brand is determined to strengthen its leadership worldwide(1) by being at the heart of the latest trends and using cutting-edge innovations to promote hairdressers’ expertise.
(1) Source: Kline study “Salon Hair Care: World Market Analysis and Opportunities”, July 2014.
Performance
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2014 was a good year for the brand in terms of growth. The brand adopted a new concept – “We unleash the star in you” – in 2014 and experienced impressive growth. L’ORÉAL PROFESSIONNEL is underpinned in particular by two dynamic categories: hair colour, with Inoa and the launch of popular new Majirel colours; and styling, with the success of Wild Stylers from Tecni.ART. Brazil, Spanish-speaking America, Eastern Europe and India are spearheading the brand’s expansion.
Services
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L’ORÉAL PROFESSIONNEL is launching two innovations that reflect its scientific expertise and the quality of its services: Serioxyl in the fine and thinning hair segment and Absolut Repair Lipidium for damaged hair. It all begins with the hairdresser’s diagnosis and advice, followed by an exclusive salon treatment, and then continues in the consumer’s home with a routine featuring star products. High-performance formulas and hands-on expertise are combined to deliver a professional result.
Trends
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The brand participates in many fashion shows, and this year further strengthened its connection with fashion by creating It Looks, which mirror the latest trends in colour, cuts and styling. These hairstyles, worn by the It Girls, reflect the spirit of L’ORÉAL PROFESSIONNEL. In 2014, the brand teamed up for the first time with an international ambassador, Kirsten Dunst, who was the face of the year’s key launches.
(1) Tendances du moment. (2) Personnalités en vogue.
HAIRCARE INNOVATIONS
KÉRASTASE
This scalp care line promotes hair density thanks to the Stemoxydine® molecule
L'ORÉAL
PROFESSIONNEL
A range of seven products for hair fibre repair
MATRIX
The Biolage ranges take on new colours in 2014
Haircare is the category that posted the strongest growth in 2014. Its secret? Major innovations with strong scientific value that are adapted to suit women’s expectations, both in terms of products and associated services.
More
Pioneering scalp care brand KÉRASTASE saw the success of Densifique confirmed in 2014. The brand also demonstrated its continued ability to innovate with the launch of Discipline: a routine designed to give control and shape, thanks to L’Oréal research into hair movement. L’ORÉAL PROFESSIONNEL is innovating with Serioxyl, a concentrate of expertise, and Absolut Repair Lipidium, a salon treatment inspired by Brazilian hair. The accessible professional brand MATRIX is successfully revamping its Biolage franchise in all strategic markets.
More on this topic Serioxyl: an innovation is born
Voir moinsTHE UNITED STATES LEADS THE WAY
Driven by the strong performance of L’ORÉAL PROFESSIONNEL and REDKEN, the United States was the Professional Division’s top country in 2014. It is also an inspiring market in terms of digital initiatives that provide online support for the development of professional beauty.
REDKEN
Thanks to a highly original digital strategy, combining influencers and hashtags, REDKEN successfully engages with its consumers on the Web. #Splashlights looks are an emblematic example of the brand’s ability to embrace a trend by publishing relevant content and inviting consumers to share it with others.
STYLESEAT.COM
The Division is joining forces with the StyleSeat platform, which offers services to beauty professionals and their clients, including salon locations, special offer advertising and online appointment booking. Since the September launch, 75,000 reservations have already been made(1).
(1) Source: StyleSeat.com, from September 2014 to February 2015.
SALONCENTRIC.COM
SalonCentric, the first professional products distributor for salons in the United States, is launching an e-commerce and services website to get even closer to its client-hairdressers. They can now place their orders online, receive regular information about special offers and new products, and access training programmes