In a digital world, where human relationships are increasingly virtual, there is one unique place where human contact between consumers and professionals continues to thrive: the hair salon. L’Oréal promotes this privileged relationship by enhancing the salon experience.
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Premium professional brand Kérastase is sold and recommended by hairdressers. Its high-end products and personalisation strategy combine expert services and high-quality products to effectively meet consumer aspirations.
Today’s styles showcase colour effects, balayages and highlights. Nobody wants their hair to be all one colour anymore. L’Oréal is keeping in step with this shift away from homogenous colour by developing products and rituals that meet the expectations of professionals and their customers.
Pulp Riot: professional hair colour in the digital age
Since its creation, professional hair colour brand Pulp Riot has transformed the market with avant-garde online content and by using social media to inspire and educate stylists around the world, right from the Butterfly Loft salon of founders David and Alexis Thurston. The American brand will be a source of inspiration for the Professional Products Division, which it has joined. Pulp Riot has more than 780,000 followers on Instagram. The brand has also begun its international roll-out. Learn more about the brand from its founders, David and Alexis Thurston.
Grooming: the finishing touch for men
L’Oréal is developing hair and beard care for men in three of its Divisions, and especially within the Professional Products Division, which has rolled out barber corners in hair salons. With a look inspired by beer-makers, a simple range featuring 100% recycled plastic packaging, and an active digital community, the Redken Brews brand has everything it takes to attract male consumers. Its Color Camo product, which covers grey hair, has been particularly successful.
Vegan hair colour
The natural trend has pushed the brands to reinvent themselves and offer products that are increasingly environmentally-friendly. Ancestral hair colour savoir-faire with natural pigments has been updated and brought into the world of professional hair colour with Botanéa, a 100% vegan brand, explains Marion Brunet, L’Oréal Professionnel International General Manager.
Emotion in hair salons
L’Oréal supports haircare professionals as they continuously improve their offering, particularly via Salon E-motionTM , which develops the salon experience and includes – among other features – digital tools to help customers visualise the hair colour recommended by the hairdresser. Mathilde Parat, Professional Products International Retail Innovation Director, tells us more.
From barber shops to professional salons in India
L’Oréal has been present in India for 20 years now, with an important goal: train the country’s future professional hairdressers and provide them with professional haircare products. Today, hairdressing is an ambitious profession and is undergoing a major transformation. D P Sharma, Director of the Professional Products Division in India explains.
- L’Oréal Professionnel
- Shu Uemura Art of Hair
- Pulp Riot
- Seed Phytonutrients