L'Oréal 2015: Professional Products

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An Verhulst-Santos

President Professional
Products Division

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We have strengthened our worldwide leadership and helped to reignite the professional beauty market

Find out more about the Professional Products Division in 2015

Professional Products key figures 2015

Like-for-like sales growth

+3.4%
1^st growth-contributor category:

Haircare
Top 3 growth-contributor countries:

United States, India, United Kingdom
1^st growth-contributor brand:

Redken

Tailor-made professional services

This year, to meet consumers’ aspirations for increasingly personalised beauty, the Professional Products Division once again launched scientific innovations and exclusive services that highlight the professional difference provided by hairdressers’ expertise and know-how.

Pro Fiber by L’ORÉAL PROFESSIONNEL

Unprecedented technology

For the first time ever, Pro Fiber creates haircare continuity: the salon effect is reactivated at home. At the heart of this long-lasting recharging haircare treatment lies APTYL 100, the product of 15 years of research. The hairdresser’s expertise is crucial for the protocol, first with diagnosis and the choice of the appropriate range, and then with a very precise application technique.
Thérapiste by KÉRASTASE

Targeted innovation for very “damaged” hair

KÉRASTASE innovated with a protocol dedicated to very “damaged” and over-processed hair. The hairdresser’s beauty prescription sets out the Thérapiste routine for each hair type: either the “4-sérum” or the “Resuscitation” treatment available only in salons. Backed by a fun-filled digital campaign on disastrous hairstyle fads, #hairconfession, this launch made a major contribution to the brand’s growth.

See also:
#hairconfession campaign of Kérastase
Cleansing Conditioner by Biolage

A new alternative to shampoo

To meet natural beauty expectations, MATRIX is innovating with Cleansing Conditioner by Biolage, a new kind of hair wash with a “low-shampoo” formula. This is a high-potential segment, as this beauty approach – based on the less-is-more concept encouraging a gentle wash to respect the hair and scalp – is said to interest some 20% of American women(1).
Fusio-Dose by KÉRASTASE

Ultra-personalised haircare

Relaunched in 2015, this concept is a fine example of how to showcase professional expertise. After a diagnosis, the hairdresser chooses the right concentrate and booster, and mixes the ingredients in real time to create one of 20 possible tailor-made combinations. The ultra-personalised haircare product is then sprayed on strand by strand for rapid, salon-exclusive results.

REDKEN drives growth
in the United States

Best in class in the digital field, the brand achieved in 2015 record growth of +8.8%(2), driven by double-digit growth in haircare – thanks to the success of Frizz Dismiss, Extreme Length and One United – as well as by strong growth in hair colour, underpinned by the strengthening of the brand’s pillars Shade EQ and Chromatics. REDKEN is leveraging its strong online presence with an influence strategy and campaigns that build consumer engagement, as in the case of Extreme Length: a partnership with spokeswoman Soo Joo Park as she shows her “damaged” hair growing back.

Education: a driving force for the industry’s development

Education is a real business partner for the Professional Products Division and is at the heart of its strategy, with more than 700,000 hairdressers trained in 2015. This is key to stepping up the professionalisation of the industry, particularly in the New Markets, and to supporting its future growth.

Read the article

Watch the Milan hair salon visit video

Salon E-motion™,
an innovative transformation programme

As a responsible market leader, the Division is dedicated to revitalising the industry, especially by supporting hair salon transformation. L’Oréal has set up its Salon E-motion™ programme to re-enchant the customer experience. It is based on three cornerstones: awareness-raising and services training, personalised advice and support for modernising salons and simplifying financial processes. More than 1,100 salons, in particular in Europe, were already transformed in 2015 and next year the programme will be rolled out worldwide.

Watch the Milan hair salon visit video