At the top of this new management investment is Jean Marc Cazenave, who has recently stepped in as General Manager of L’Oréal Professionnel on top of his role as Managing Director of the complete Professional Products Division.
Redken 5th Avenue NYC
Previous L’Oréal Professionnel General Manager Ludovic Dellazeri has moved into a new challenge as the General Manager of Kerastase –a welcome appointment to the brand since more than two years without a dedicated General Manager.
The bold strategy replaces Ozlem Sen as Managing Director and appoints Jean Marc not only in her role but as the General Manager of L’Oréal Professionnel. According to Jean Marc this new structure is in-line with how the business is structured in France – L’Oréal’s largest market.
“It allows the head of the division to be super operational with the biggest brand. It’s the way we are organised in France and a lot of what I would do with L’Oréal Professionnel will benefit all of our brands,” said Jean Marc.
Jean Marc has previously worked in Paris as an Assistant Zone Manager – working with Australia and India (a huge growth area for L’Oréal Professionnel) on top of periods in Hong Kong and the Asian market in marketing underneath both Kerastase and L’Oréal Professionnel brands.
“I have always worked in a professional division. I came to L’Oréal because of that and it has always been my passion to focus on professional relationships,” Jean Marc said.
As Ozlem moves back to Paris headquarters, Jean Marc’s aim over the coming weeks and moving forward is to get closer to L’Oréal Professionnel clients via personal visits across the country.
“We are really re-investing in terms of management and across all of the brands we believe that both education and marketing is an important priority for us and as a result we are investing a lot in this area,” Jean Marc said.
Kerastase
“For example, large events like Matrix MAD and the Imagine Education sessions across the country are the first time an event has been done at such a large scale in the market. This year we are also holding a national L’Oréal Professionnel Summit where we want even more people involved. Having it in the country lends us the opportunity to get people on board that usually would not have the opportunity to attend our business conferences,” he said.
Matrix is the brand that the Professional Product Division has the highest expectations of in 2011, both in terms of its distribution base, overall growth and success, and not to discount the other brands, this commitment is further reinforced by the Imagine sessions also hitting the often isolated regional areas.
Newly appointed to the role of General Manager of Matrix is Jorn Zenpel – Jorn has worked for L’Oréal in Germany as well as with various cosmetics brands across multiple distribution channels.
“Jorn brings very a very solid commercial understanding to the brand – Matrix is a brand that brings success to every type of salon professional. Our investment with Matrix will also include television sponsorships in the marketing area and for us this is a way to illustrate that we want to touch more salons and consumers with the Matrix brand,” said Jean Marc.
Matrix
Matrix is heading off-shore this year with the MAD event to be held in Bali in May – providing a great opportunity for hundreds of Matrix Australia salons to connect with the global Matrix community.
After 6 years as the General Manager of L’Oréal Professionnel, Ludovic has moved on to head Kerastase as General Manager. “There is still a lot of untapped potential and growth opportunities for Kerastase in Australia. The business of luxury is continually growing,” he said.
Ludovic’s passion for the salon business, premium services and the overall culture and potential of hairdresser is sure to be a welcome addition to help synergize the Kerastase portfolio with the company’s overall strategies.
“Ludovic will also help with transversal projects (across brands) and ensuring synergies between the brands are being optimised. We are also in the process of setting up a booking centre for education across all of the brands,” Jean Marc said.
“Kerastase is a very important brand in our portfolio and we want to keep it exclusive and high-end but overall we are striving to service all of our clients better across all of the brands,” he said.
Redken 5th Avenue NYC has appointed Paul Schiraldi as General Manager to join the team on March 1st. Coming from L’Oréal Professionnel USA, Paul has worked at both brand and marketing levels and has a complete understanding and experience of the professional business.
“Our ambition with Redken is to strengthen it as a colour brand. It already has a strong perception as a haircare and styling brand and in 2010 it was our strongest styling brand in terms of growth – largely thanks to its fashion partnerships across the country,” Jean Marc said.
Redken offers a state of the art colour portfolio that is supported by some highly talent artists such as Vincent Nobile and Kristina Russell – and giving Redken colour a professional edge will prevail throughout 2011.
International artists will additionally hit our shores to boost the Redken culture on top of a full spectrum Business Summit to be held in April. Pureology will continue to sit close by the Redken portfolio, ready to partner salons who embrace a luxury product with a green thumb.
For L’Oréal Professionnel, both INOA and business development continue to be a top priority. By continuing to launch new INOA shades and ranges, the brand is encouraging more salons to completely develop this business segment and add value to their business.
Jean Marc Cazenave
“Our regular clients can expect a more consistent way of doing business through marketing and re-booking initiatives and we will be providing more comprehensive, sound marketing techniques when it comes to building their own businesses,” said Jean Marc.
“INOA is still in a phase where education is very important and we want to ensure the product service can become the absolute reference for hair colour. 2011 is very much about enriching the palette and helping salons to work more with INOA in the business. It will take another 12 to 18 months before we have a full palette that salons can use in any aspect of their business,” he said.
What Jean Marc admires the most about the Australian market is that we have the ingredients to keep this industry enticing, profitable and dynamic.
“Hair Expo is a great way to inspire and validate the industry and on the creative level hairdressers work is a fusion type of beauty and creatively it is outstanding – it is a clear leader at the artistic level,” Jean Marc said.
“The diversity of the salons here is also very rich, from luxury oriented salons to the middle range which are also very premium as well as retail focused salons – there are different levels of salons that are enticing to consumers. That’s why I am very happy to join Australia – it’s a very healthy industry.
Jean Marc also understands that the market has been fairly tough for salons and as an industry we can improve by making the pricing clearer to consumers – consumers are clearly looking for value for money in all of their purchases and through stronger education and marketing, profit margins can only be improved.
“The message we are really wanting to make sure is clear is that we are investing back into a stronger management team. It not only shows that we are investing in Australia but that there is still a lot of potential,” said Jean Marc.
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