Back in February, we attended the L’Oréal Professionnel Portfolio salons day, an event packed to the brim with L’Oréal Professionnel Portfolio members and the industry’s big hitters.
As well as rubbing shoulders with Trevor Sorbie, Guy Kremer, Hellen Ward, Ken Picton, Barbara Daley, Jason and India Miller, Alan Edwards and David Lambert of Haringtons (to name just a few), we soaked up some sage advice from L’Oréal Professionnel’s senior management team and a couple of very special guest speakers.
Following the launch of our very own how-to guides, we thought we’d share five no-nonsense tips that we picked up on the day…
- Omar Hajeri, Managing Director of L’Oréal Professional Products, kicked off proceedings by highlighting the high levels of consumer confidence in the hair marketplace. He explained that L’Oréal’s vision is to be the most loved professional brand in the eyes of the consumer, not just the hairdresser. At a salon level, this acts as a reminder that as a hairdresser you’re part of a valued profession, but you need to keep your business goals as the driving force behind every decision you make.
- Cass Coulston, General Manager at L’Oréal Professionnel revealed that hair is the most sought after term on Google, meaning if your business is not online, you are really missing out. One easy way to get your salon in front of online consumers is to join the top salons already listed in our sister site Layered Online’s salon directory.
- Darren Oram, L’Oréal Professionnel’s Education Director, talked about the brand’s new Education Collective courses and some key education initiatives that would include looking outside of the industry. By partnering with the likes of RADA (Royal Academy of Dramatic Art), L’Oréal are working to deliver a course that helps hairdressers to increase their personal impact and refine a set of clear and focussed communication skills. Remember, PR doesn’t just involve concerted marketing efforts – as a stylist, salon owner or creative director, your interpersonal skills and interactions with clients are part of your individual branding.
- Andrew McMillan, a sought after consultant and former head of Customer Service at John Lewis, shared insights into the customer journey and salon customer experience. He explained the definition of effective customer engagement: “The experience delivered by the staff is so consistently good that the staff become the organisation or brand in the eyes of its customers”.
- Jo Malone MBE, world famous beauty icon and entrepreneur, ended the day by taking attendees on her journey from creating her original brand ‘Jo Malone’ to the launch of her latest venture ‘Jo Loves’. Jo is renowned for her pioneering fragrances and products that embody luxury, creativity and innovation, and she emphasised the importance of branding consistency throughout your business’s lifetime. You should always know your salon’s strengths and strive to build on them as your business grows.