L’Oréal strengthens its focus on e-commerce for professional hair care brands. Starting Tuesday, all of L’Oréal’s professional brands will be sold through Hair.com, a site owned by L’Oréal. This is to drive sales into this category and make it easier for customers to purchase L’Oréal products.
Han Wen, Chief Digital Officer, Professional Products, L’Oréal USA, said: “Finding the right product for the consumer is a lot of work. [them]”
Brands in L’Oréal’s Professional Products division include Pureology, L’Oreal Professional, Ledken, Kerastase, Matrix, Mizani, Decléor, Shu Uemura and Violage. Prior to this launch, some brands in the division, including Kérastase, had their own e-commerce websites, but most did not. These existing e-commerce sites will survive. Most were sold exclusively through salon partners or retail partners, including his Ulta. Most brands are also sold on Amazon, and the site has a dedicated brand page.
“In terms of our distribution, there is really no impact. .
In July, L’Oréal reported second quarter sales growth for its Professional Hair Care segment. Turnover he reached €878.8 million (approximately $963 million), an increase of 2.7% for him from the same period last year. Growth in this category is primarily due to sales in the US and Asia Pacific, the brand said in its earnings report. However, the professional sector is his one of L’Oréal’s slowest growing sectors in the last six months, behind consumer products, L’Oreal Luxe brands (including Giorgio Armani and Yves Saint Laurent) and active cosmetics (such as La Roche-Posay). . .
Bringing all of the company’s professional products together on one website benefits L’Oréal, especially in a crowded retail environment.
“Retailers not only drive attention online and walk into stores, they bring shelves full of competing products in an environment that brands have no control over. There is an appeal to having a direct relationship with the customer, owning the brand experience and likely increasing the gross margin associated with the sale.” Social commerce platform Curalate.
However, the company does offer incentives to Hair.com customers, which appear to be intended to lure business from Amazon and other wholesale retailers. We offer free samples, free ground shipping on orders over $30, and 15% off your first purchase for customers who register their email address.
Wen said moving all specialty brands to Hair.com isn’t asking existing customers to shop differently. For example, if they buy her Redken products from her Ulta or local salon, they’re more likely to continue shopping that way, she said.
“We want to make sure consumers are well-informed so that they can actually buy the right product wherever they want to shop,” she said.
The website Hair.com is not a new platform for L’Oréal. It has been around since 2017 and serves as his platform for the brand’s content. Over the years, it has been the place where the company provides new hairstyle inspiration and product recommendations for both L’Oreal products and competing brands. We will provide it.
To drive traffic, L’Oréal will host an event early next week to educate editors and brand ambassadors about the new platform and encourage them to share the launch with their readers and followers.
