Skip to main content

L’Oréal Rolls out ‘Salon Emotion’ Program

The initiative is meant to help bolster growth of Europe’s hairdressing industry.

PARIS — L’Oréal it is rolling out a program called “Salon Emotion” to help growth of the hairdressing industry in Europe.

The initiative involves three main steps — training and raising awareness of services; personalized advice and guidance to modernize salons; and simplifying financing.

“This last point is very important,” said An Verhulst-Santos, president of the Professional Products Division at L’Oréal. “Making it easier for stylists who run small businesses to secure a bank loan is essential to developing the sector.”

To wit: The French beauty giant has signed agreements with banks in the countries where Salon Emotion will be launched. In France, for instance, the company works with BNP Parbias and Crédit Agricole Caisses Régionales.

The program kicked off in France and other European countries in January and sets out to transform 6,000 European salons by the end of 2018.

“As the leader in beauty and the partner of choice of hairstylists, it is our responsibility to help the industry reinvent itself and become more dynamic,” Verhulst-Santos added.

You May Also Like

In France, the hairdressing industry is the second-largest craft trade, generating 6 billion euros, or $6.7 billion at current exchange, according to INSEE/ESANE. It employs 170,000 people in the country “and suffers from having a number of lackluster salons,” L’Oréal said.