L’oreal targets 50% market reach of RP’s salons

French hair care solutions brand, L’oreal Professionnel aims to tap at least 5,000 salons all over the country this year, as the market for quality hair solutions in the Philippines has increased significantly in the recent years.

In an interview with Anna Andres, L’oreal Professionel Technico commercial manager in the Philippines, she said the brand is going to widen its reach to the huge consumer base in the country, through linking about 50 percent of the total 10,183 registered beauty parlors and salons in the Philippines.

As of now, the company has partnered with 3,800 beauty salons across the Philippines.

Although, L’oreal’s position in the hair care solutions category is in the upscale side, she said the Philippine market is now more aware of using the quality products, over cost considerations.

In fact, Andres said the brand’s performance in the Philippines has made a turn-around registering 28 percent growth, the highest performance it registered in the last five years.

The brand, in this kind of category, is closely competing with German-brand Wella, especially in hair coloring products. However, since Wella pulled out its affiliate office in the Philippines and now working with a distributor-partner, L’oreal was able to strengthen its market grip.

With the unprecedented growth in the wellness industry in the Philippines, Andres said wellness related products, such as those that are under L’oreal brands, have taken advantage of the wellness growth.

“The market is more intelligent now, they are already aware that quality is more important, than price. We are also reaping the rewards of our educational programs to educate the market in the hair care solutions,” she said.

L’oreal Professionnel is closely working with Salons and Beauty Parlor joints all over the country for the distribution of their products to end-users.

Cebu is one of the dynamic markets for L’oreal Professionnel contributing 20 percent of its total revenue performance last year.

The company is working with Gan-Go Trading, as exclusive distributor of L’oreal Professionel products for the Visayas area.

L’oreal Professionnel offers various products for hair care solutions, these include among others coloring, hair treatment, re-bonding, gloss treatment among others.

 The company is also offering extensive training programs to its salon partners all over the country, to provide hair stylists the update on hair styling, coloring and treatment.