Chair Seminars 2024

K-Scan: Revolutionizing Salon Experience with AI-Powered Personalization

On the 21st of march, the students learned about Kérastase's new innovation with Aurelia Baudelaire, Beauty Tech & CRM Director at Kérastase DMI, the K-Scan. This new device is showcasing the brand's advancement towards ultra-personalization in hair care. Kérastase, a luxury leader within L'Oréal's Professional Products Division (PPD), has introduced the K-Scan to enhance professional hair care services. This device, designed for salon use, employs artificial intelligence (AI) for detailed scalp analysis, aiding hairdressers in offering tailored hair care routines.

The K-Scan has been tested in various markets and places, like Japan or Vivatech, and aims to increase salon visits by providing personalized care recommendations. This approach emphasizes the link between technological innovation and professional expertise, highlighting Kérastase's commitment to elevating the salon experience and fostering stronger client relationships. It represents a strategic move to drive traffic to salons, reinforcing the importance of professional guidance in achieving optimal hair health. The seminar underscored the potential of K-Scan to revolutionize the hair care industry by combining cutting-edge technology with the artistry of hairdressing

Unlocking Beauty Innovation: Hair Care Trends and Market Activation Strategies

On Thursday 13th, the students attended a seminar at L'Oréal where Meriem Jabnoun, International Director R&I for Hair Care, Scalp Care, and Hair Manageability, shared insights into L'Oréal's research, innovation, and the significance of the Brazilian market. She highlighted the success of Kérastase, the scalp care boom, and the diversity of hair trends, emphasizing cleaner haircare products and the importance of addressing various hair needs.

In the seminar's second part, Francesco Bonamassa, Business Activation International Director, discussed the importance of business activation, focusing on professional and consumer engagement. He stressed the significance of synergy between product quality and stylist expertise, the process of co-creating products tailored to specific country needs, and the crucial role of digital strategies in modern business activation.

The seminar offered a comprehensive overview of L'Oréal's approach to innovation and market activation, reflecting on the company's dedication to meeting diverse consumer needs and leveraging technology for broader engagement.

The Chair Students Present Future-Focused Solutions for the Beauty Industry

On Thursday, March 7th, students met with L'Oréal representatives Farah Elamrani and Sarah Franklin-Beck at the L'Oréal headquarters in Levallois 52 to discuss their research findings:

Team one examined growth in emerging markets, focusing on authenticity and the impact of credible influencers in Sub-Saharan Africa. They suggested expanding L'Oréal's portfolio to include natural trends and advocated for market-specific strategies.

Team two addressed the representation and care of black hair, emphasizing the need for education on protective hairstyles and addressing scalp disorders. They recommended concentrating on hairstylist education and product innovation.

Team three explored the role of technology in enhancing inclusivity, suggesting AI for tracking ingredients and digital platforms for broader reach. They highlighted personalized experiences and technology's role in accessibility.

Team four proposed methods to enhance consumer inclusion, focusing on inclusive marketing, product accessibility, and diverse representation. They outlined actionable steps for salons, retail, and e-commerce to improve inclusivity.

Each team provided concise insights, proposing forward-thinking solutions for the beauty industry's development and inclusivity.

Exploring Market Dynamics and Social Media Strategies

During the first part of the session led by Yara Mansour, the focus was on L'Oréal Professionnel's strategic approach towards the Sub-Saharan Africa market, emphasizing four key elements. Initially, they are implementing a geographical strategy by establishing a presence in major cities such as Johannesburg, Lagos, and Nairobi, with specific attention directed towards L'Oréal Professionnel and Mizani brands to ensure targeted innovations reach the appropriate consumers. 

Education for hair professionals, including the establishment of schools and infrastructure development, is highlighted as crucial, addressing a genuine lack of knowledge in business management. Furthermore, the market deployment objective aims to reach premium consumers through an omnichannel strategy, with a particular emphasis on accelerating B2C through retail and e-commerce channels.

In the second part of the seminar, presented by Farah Diane, Employer Branding Project Manager, the focus shifted to a coaching session on social media, specifically centered around leveraging LinkedIn to enhance one's professional network. Several key aspects were highlighted, including the importance of being active on the platform by frequently sharing one's journey with the audience through dynamic posts featuring concise text, at least three pictures, and engaging emojis. Capitalizing on connections by sending invitations to those met, completing each category of the profile to enhance appeal, and approaching people for internship/apprenticeship opportunities with curiosity were also emphasized as essential strategies for maximizing LinkedIn's potential.

On February 8th, Head Teacher Laura Saadi welcomed the Chair at the REAL Campus in Paris. Laura presented their bachelor’s program : a 3-year Bachelor degree that combines hairdressing and entrepreneurship. By creating this school, L’Oréal once again demonstrates its cutting edge vision, this time in tertiary education. The degree program is the first of its kind in France and offers aspiring hairdressers a comprehensive program teaching state-of-the-art hair techniques as well as business acumen.

In addition to a campus tour, Laura provided the Chair students with insights into the world of hairdressers and the complex challenges they face in their profession: from effective individual consultations to customer retention. The REAL Campus is leading by example and encouraging a shift towards greater diversity within the profession, paving the way for a more inclusive and sustainable hairdressing industry.

Exploring Market & Prosumer Insights with Julia Sarhy

During a virtual seminar, the Chair students had the privilege of hearing from Julia Sarhy, Head of CMI at L'Oréal, who provided insightful perspectives on the Professional Product Division (PPD).

The PPD houses 9 brands like Kérastase, L’Oréal Professionnel, and Shu Uemura. L'Oréal has changed its distribution strategy, moving away from traditional salon-centric models to a dynamic omnichannel approach, embracing platforms such as e-retail and direct-to-consumer channels.

We were introduced to the significant transformations occuring in the hair care industry, with salons going digital, the emergence of independent stylists, and brands focusing on premium options, scientific advancements, sustainability, and inclusivity. This has led to accelerated growth for L'Oréal and PPD, with Kérastase leading in market share.

There is more focus on the increasing prevalence of curly hair and the need for specialized products and training to take care of diverse hair types.