Chair Trip 2023-2024

On the second day of the study trip, April 12th, students visited L'Oréal's factory in Burgos, Spain, where Ines Fernandez Gil provided insights into the factory's operations. The Burgos factory, a cornerstone in the production of haircare products for L'Oréal's Professional Products Division (PPD), notably manufactures 100% of Kérastase products. This site is recognized as a global leader in sustainability within the L'Oréal Group, achieving carbon neutrality in 2015 through innovative energy solutions like a biomass trigeneration plant and solar panels.

The factory is also distinguished by its exemplary water management practices, being the first in the group to recycle all its industrial water under the “Waterloop Factory” initiative since 2017.

Furthermore, the Burgos facility significantly contributes to the local economy, sourcing many of its materials from local suppliers and exporting products to over 50 countries, showcasing its integral role in L'Oréal’s global network. 

This enriching visit and the overall trip allowed students to deepen their understanding of L'Oréal’s sustainability practices and the operations of PPD, providing valuable inspiration for their future projects and fostering a stronger bond among them as they spent a few days together! 

On Wednesday, 11th April, the students visited L'Oréal's headquarters in Madrid, Spain, where they met with Macarena Berenguer, Marina Fernandez, and Nerea Gil in the morning.

Macarena Berenguer, Marketing Leader for Kerastase and Shu Uemura Spain and Portugal, discussed the brand's omnichannel marketing strategy, emphasizing its success in integrating salon services with e-commerce. She highlighted Kerastase's effectiveness in attracting luxury consumers, particularly focusing on Gen Z while retaining Baby Boomers. She also stressed the role of innovative strategies in enhancing salon engagement and brand awareness.

Marina Fernandez, the Marketing Leader for L'Oréal Professional Spain and Portugal, spoke about the brand's emphasis on hair technology and education. She detailed how L'Oréal Professional uses unique molecular technologies and educational initiatives to help stylists and consumers understand their product benefits.

Nerea Gil, Marketing Leader for Redken, outlined the brand's leadership in the U.S. as a top professional brand. She shared Redken's approach to science-driven beauty solutions, including their shift from cream to liquid coloration.

During the afternoon, students had the opportunity to hear from two more speakers who focused on sustainability and human resources.

Juan Ameguyo, the Manager of Sustainability Projects in Spain and Portugal, discussed L'Oréal's commitment to environmental responsibility under the banner "L'Oréal for the Future" . He highlighted innovative projects like the "Water Saver" head shower , which saves 69% more water than traditional systems. He also explained how L'Oréal is turning hair waste into sustainable products , for instance, creating mats from recycled hair.

Later, Sara Silva, a Human Resources executive, addressed the critical role of HR in tackling Diversity, Equity, and Inclusion (DEI) challenges within L'Oréal . She shared insights into the company's best practices for fostering representation and DEI among employees. The session also included a bilateral discussion on potential improvements and strategies for challenging the status quo in the beauty industry.