L’OREAL TEAMS WITH FRED SEGAL
Byline: Rose Apodaca Jones
LOS ANGELES — Fresh off its sponsorship of this year’s Golden Globes, L’Oreal is intensifying its Hollywood presence.
L’Oreal Professionnel, the professional salon products division of L’Oreal USA, has partnered with Fred Segal Beauty, the salon-agency-workshop concept associated with the eponymous retail source with the same name. The salon and agency’s better-known clients include Gwyneth Paltrow, Jennifer Aniston, Courtney Love and George Clooney.
By partnering with a major beauty manufacturer, Fred Segal Beauty could widen its reach and “take it to the next level,” said Michael A. Baruch, who owns the beauty trifecta with creative director Paul DeArmas.
“I told Paul, if we ever want to create our own product line, having a relationship with a bigger company might also be good because they could help us with research, development, maybe even distribution,” added Baruch, noting a signature line could emerge within the year, as well as stand-alone retail outlets for the product.
The deal includes all three divisions of Fred Segal Beauty.
The salon, Hair at Fred Segal, will use L’Oreal Professionnel haircolor and L’Oreal Kerastase backbar products exclusively. In exchange, DeArmas will secure World Class Council Member status for L’Oreal Professionnel. He and the salon team will be available for promotional and instructional programs on behalf of L’Oreal.
Fred Segal Workshop, which offers seminars and courses for consumers and professionals, will become part of the L’Oreal network of hairdressing schools, including providing its workshop space and curriculum to L’Oreal. All classes will use L’Oreal Professionnel products.
Lastly, the Fred Segal Beauty Agency will help promote L’Oreal Professionnel in Hollywood. The agency represents some two dozen Fred Segal Beauty artists and freelance makeup, hair and fashion stylists and photographers. With the new deal, these artists will add the L’Oreal Professionnel tag to their cover and editorial bylines; endorse product in broadcast and print stories, and use the products on the celebrities and sets they work on.
For their part, Fred Segal Beauty Agency artists are sponsored by L’Oreal — a coup for both parties, noted Baruch. “We required control over everything,” said Baruch.
“We wanted to keep our integrity and that of the Fred Segal name. The beauty of [the L’Oreal] team is that that’s what they wanted from us.”
“Fred Segal Beauty is known internationally for its roster of exceptionally talented and inspired hairdressers,” said Paul Sharnsky, vice president and general manager of L’Oreal Professionnel. “It is only natural for L’Oreal Professionnel to associate itself with a hairdressing team that shares the same mission of innovation, education and creativity.”
The L’Oreal USA Professional division includes the Redken, L’Oreal Professional, L’Oreal Classic Salon Products and Matrix brands. All are salon-only product lines.