Hautecoiffeur Club: L’Oreal initiative to spur sales

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: To spur sales growth, the L’Oreal Professional Products division of L’Oreal India Pvt Ltd is introducing France-based Hautecoiffeur Club comprising leading international hair dressers across major cities by the middle of this year, informs Mr Vismay Sharma, general manager, L’Oreal Professional Products Division, L’Oreal India Pvt Ltd.

Through this initiative, Mr Sharma hopes the company’s Professional Products Division will contribute an additional 80 per cent to the overall sales turnover of L’Oreal India by 2003-end.

Further, L’Oreal India expects its overall sales turnover to double by 2002-end. According to Mr Sharma: “As part of the promotional activity, the club will bring the international styles to India whereby the Indian hair dressers will recreate the looks of customers by converting the interpreted looks in the form of services rendered to them.” L’Oreal India currently boasts of 2,000 saloons across 36 cities.

The company will be investing over Rs 7 to Rs 8 million on introducing international hair dressers and 70 per cent of its overall sales turnover in educating Indian hair dressers this year, informs Mr Sharma. L’Oreal has recently introduced the international style-maker Mr Guy Kremer and would be introducing UK-based “Hugues Ratzel” from ‘Headmasters’ chain of saloons, across the country by March-end this year, says Mr Sharma.

In addition to this, L’Oreal India also plans to introduce 10 different international hair dressers in Hautecoiffeur Club which will be organised in the form of events six times this year. In France, the Hautecoiffeur Club includes 1,500 hair dressers coming from 36 different countries.

Currently, L’Oreal’s haircare products are growing at a rate of five to 10 per cent every year and L’Oreal’s Consumer Products Division grows at the rate of 200 per cent every year. However, with the introduction of the Hautecoiffeur Club to India, L’Oreal Professional Products Division will grow at a faster pace than L’Oreal’s Consumer Products Division, adds Mr Sharma.

In addition, the company also plans to launch a new range of smoothing hair shampoo called “Liss Extreme” meant to avoid frizziness in the hair, a conditioning mask and a leave-in conditioners priced between Rs 299 and Rs 350 in the Indian market very soon.

To promote its entire haircare range, L’Oreal India has roped in Lisa Ray as its brand ambassador this year. Last year, the role model for L’Oreal’s haircare range was Mallaika Arora.