One hundred years after the invention by Eugène Schueller of "auréale", the first harmless dye for hair, l ' Oréal must unveil today before 4,000 hairdressers from around the world gathered in Paris a product that will, according to the group, "Economics". Its professional division, which is dedicated to hair salons, will present at this meeting which ends this evening "Inoa', a new staining of oil, without ammonia and odour, which has requested six years of development.
This new generation of products will create "a technological break", according to Nicolas Hiéronimus, global Director of the historical division of the Group: "It is the same difference between Inoa and classic dye between a CD and a vinyl disk." Its planned launch in September in Europe, before the rest of the world, "will allow us to conquer of new hair salons who previously felt that l ' Oréal products were not enough different from competitors", is the leader.
World leader in Procter & Gamble, of this market estimated at 8 billion euros, the French group suffers with the crisis. Women from less to be CAP, professionals have reduced their stocks, which resulted in the decline of 5 of the sales of this division in the first quarter. Innovation is one of the levers on which put the hair specialist to limit the decline. It has already launched last year for white hair dye for men. A success, ensures the group. This new product "not too covering and no yellow glare problems" must encourage the emergence of the market of dyes for men. All of the male hair care may represent 10 of the world market term.
"Today, 500,000 hairdressers use one of our marks on a total of approximately 2.5 million in the world;" the potential is important, therefore, resumes Nicolas Hiéronimus. Since the beginning of the year, we have accelerated the conversion of professionals in our products. "L ' Oréal has a broad portfolio of brands (Kerastase, Redken, Shu Uemura,...), of the high-end at prices more accessible. It is in its mark the least expensive, Matrix, with technical products reserved hairdressers and resale in the salons, which the more developed in recent months. "It has allowed to convert more than 1,500 shows in France 50,000 these last four months," said the boss. New customers that division will then need to train in the use of its products.
International expansion is the other relay of growth of the professional division. L ' Oréal already claims the place of leader in China. The country has however 0.9 salon per 1,000 inhabitants in cities, against the Japan 1.8. "We're working to create a base for our development in the country." The Chinese delegation of hairdressers at our symposium is the largest, resumed Nicolas Hiéronimus, and we just created a school of hairdressing in Shanghai.
The India is also part of the country targets, such as the Germany, where competitors Wella and Henkel are very present. In the United States, the market most affected by the crisis, l ' Oréal, who is the leader, will continue its policy of redemption of professional hairdressers products distributors. It has hand in April on a fourth company, Idaho, after Beauty Alliance, Maly's West and Columbia Beauty Supply.