The Ed.
Well-Known Member
L'Oreal's Professional Products Division have announced a series of initiatives designed to get consumer walking back into salons for both products and services.
The new initiatives involve launching new hair treatments and products, expanding the Essie brand in professional channels and setting up an advisory service for independent salons.
At a press conference last week to announce the divisions domestic strategy for 2014, LOréal Professional Products Division France managing director Vincent Mercier said, We need to find the means to better touch women, to make them want to come into the salons with innovation and boost their image."
Mercier added that, since the depression, frequentation [at salons] is weak" and the initiatives, which will feature fashion forward positioning, use of spokesmodels for certain brands and digital initiatives will be rolled out internationally.
Boosting the demand for styling products and services is a key element in their plan. The first move will see L'Oreal roll out the Wild Stylers range under the Tecni.Art sub-brand which will also undergo a packaging transformation too. The new range is made up of five products all aimed at creating the on-trend messy hair look which will launch using Kirsten Dunst in the campaign.
L'Oreal also believe that the Essie brand is a real opportunity for salons to increase revenue. With the launch of Essie Gel in Europe in May, L'Oreal believe that this, plus lower price points and shorter services will help get people through the door.
Finally, the brand will offer independent salons a design service helping them to maximise the space and design in their salons.
Until then...geek on!
The Ed.
The new initiatives involve launching new hair treatments and products, expanding the Essie brand in professional channels and setting up an advisory service for independent salons.
At a press conference last week to announce the divisions domestic strategy for 2014, LOréal Professional Products Division France managing director Vincent Mercier said, We need to find the means to better touch women, to make them want to come into the salons with innovation and boost their image."
Mercier added that, since the depression, frequentation [at salons] is weak" and the initiatives, which will feature fashion forward positioning, use of spokesmodels for certain brands and digital initiatives will be rolled out internationally.
Boosting the demand for styling products and services is a key element in their plan. The first move will see L'Oreal roll out the Wild Stylers range under the Tecni.Art sub-brand which will also undergo a packaging transformation too. The new range is made up of five products all aimed at creating the on-trend messy hair look which will launch using Kirsten Dunst in the campaign.
L'Oreal also believe that the Essie brand is a real opportunity for salons to increase revenue. With the launch of Essie Gel in Europe in May, L'Oreal believe that this, plus lower price points and shorter services will help get people through the door.
Finally, the brand will offer independent salons a design service helping them to maximise the space and design in their salons.
Until then...geek on!
The Ed.
