In India, the professional hair care market was practically non-existent thirteen years ago. In 2011, the retail share of these products reached 25% via the salons.
The 168,000 salons are divided into three types of structures: traditional barbers (68%), women’s beauty institutes (30%), and modern, unisex salons. This constantly growing market (+16% in 2010) is segmented into hair care, coloration and styling products.
L’Oréal has pre-empted about 50% of the professional hair care market with three of its brands: L’Oréal Professionnel, Kérastase and Matrix, and has firmly established itself locally by opening dedicated training centres to produce a new generation of modern hairdressers who start up upscale salons.
But the group’s real strength in this field is from the Matrix brand which was specially developed for the lowest-earning salons. Matrix is more than just a product to sell; it organises an entire support programme for its retailers: salon surveys, sales representative and training staff recruitment, as well as quarterly performance reports and training centre creation and management.
Thanks to this policy, Matrix reached nearly 26,681 salons and 38,419 hairdressers in 2011.
Did you know ?
1/ For its centennial celebration, L’Oréal launched the “Beautiful Beginnings” programme in India for underprivileged women who have dropped out of school.
The aim is to provide 4 months of training in hairdressing and beauty care to help stabilise these women’s futures by enabling them to open their own salons or work in existing institutes.
So far, 75% of the programme’s beneficiaries have already found jobs.
2/ The L’Oréal teams in India are particularly active in terms of CSR.
The “Care” project launched in 2008 focuses on four aspects: safety, the environment, child education, and health & hygiene. In 2011 it enabled the purely non-profit construction of two entirely equipped classrooms.
These actions were rewarded by the ‘Citizen of the World Award’ in 2010.
3/ The Pune facility is exemplary in terms of sustainable development.
A programme running from 2005 to 2015 has been launched to reduce CO2 emissions, water wastage, and transportable waste by 50%.
Plus, nearly 320 solar panels have been installed on 970m² of roofing.