26 September 2023

Inside Salon Emotion: L’Oréal Professional Products Division Pioneering Program

A comprehensive approach to driving customer loyalty and boosting business through training, personalized consultations, and modern outfittings for the ultimate salon experience.

Given that the average number of visits by women to salons has decreased by 25% over the last seven years, L’Oréal Professional Products Division has instituted a trail-blazing program carefully studied in every detail to meet the needs and demands of today’s savvy consumers who are seeking a more personalized, digital, experiential journey. The program was created with the view to supporting the development, business growth and future success of the hairdressing industry.

More than 1.1 million stylists are working behind the chair in the United States, so now is the time to create the most memorable experience for the customer, and also strengthen ties between consumers and professionals,” stated Antonio Martinez-Rumbo, President of L’Oréal Professional Products Division USA. “Creating a new mindset of consumer-centric service with enhancements, re-design, and state-of-the-art digital will improve the customer visit and increase loyalty. We believe making the consumer central to the experience will set a salon and a hairstylist above the rest.” 

Salon Emotion is based on three key drivers: training and raising awareness of services, personalized advice, and guidance to modernize salons to re-enchant the guests’ emotional journey of the salon experience. Then, at the core of Salon Emotion, there is a seven-step plan to success: Window Presence (digital & physical), Client Reception, Consultation, Treatment Lounge, Client Service, Retail and Checkout. WATCH THE VIDEO BELOW!

So far, results and feedback have been phenomenal.  Salons fully embracing Salon Emotion are experiencing up to 20% growth in sales, rebooking up by about 21%, and corresponding increases in loyalty and referrals.

Francis Tesmer of Rolfs Salon in Scottsdale, AZ says, “Salon Emotion is designed to meet the total needs, wants and desires of today’s clients. Salon Emotion ensures a seamless, highly intelligent, purposeful and focused interaction with clients from the start to the end of their salon visit. Today’s clients are not yesterday’s clients. We live in a different era in which clients are much more informed, educated and deserve/demand a higher standard of personalized experience beyond the haircut/ beyond the hair color. Salon Emotion meets and exceeds their expectations resulting in client retention, higher product/service sales and overall salon success.

Estetica Magazine will continue with follow-up coverage of this exciting new prospect!

Join the future and elevate the client journey in your salon. For more info e-mail salonemotion@support.lorealusa.com or follow on Instagram #salonemotion


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