By  on March 4, 2014

JOHANNESBURG, South Africa — As part of its drive for market domination, L’Oréal has established its first professional hairdressing institute on African soil here. Called the L’Oréal Professional African Salon Institute, the modern, expansive space is located in Braamfontein, a once run-down neighborhood that has since flourished, thanks to urban regeneration.

The inner-city location might have seemed an unusual choice at first, but Josef Talotta, executive head of precinct development at South Point, which oversaw the gentrification of the area, noted that the Institute “perfectly captures the essence of Braamfontein, which is driven by a potent mix of university students, international NGOs and creative industries. As such, it is perfectly positioned to capture the imagination of university students, who will form South Africa’s next generation of societal and business leadership. Likewise, I think the students will also provide street-cred inspiration to L’Oréal.”

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