It is a difficult time in the industry and, for salons that have closed and continue to close the doors of their business, the crisis holds unique and particular effects for salon owners and hairdressers. Industry leading groups, such as the L’Oréal Professional Products Division, are here to help, here joining with Richard Kavanagh and his innovative smart mirror technology, titled piiq, to debut the Support Your Salon initiative. The platform allows salons stocking Kérastase, L’Oréal Professionnel, Pureology, Redken, Matrix and Biolage to elevate their retail opportunities in this time.

The initiative helps salons to connect with their clients online around the clock, providing a tailored digital consultation to recommend a personalised and professional haircare routine for them to use at home. This prescription can be purchased online and delivered to the client, offering 40 per cent of sales to the salon behind the online consultation.

“As the situation started to escalate and we could see more and more salon owners wondering what to do to survive, we decided to fast track a ‘smart retail’ initiative we have been developing for the past couple of years, take it out of the piiq system and into a consumer facing interface as a way of offering some useful and practical financial support to salons and giving their clients and guests a tangible way to offer their support,” Richard said. “Professional products are a cornerstone of the industry and, apart from quality of ingredients, the thing that truly sets professional products apart is a professional recommendation for a client’s unique needs. By helping clients navigate their hair needs, with a smart recommendation, giving them a little education along the way and providing them with the best quality haircare regimen, we are doing our little bit to help clients help their salons.”

Salons who stock any of these six brands qualify for the initiative, and 250 have already signed up. Salons must sign up to receive a unique URL that can be sent to clients via email, SMS message or by adding to a link to the salon’s social media bio. When clients click on the link they will be taken through a professional consultation, powered by piiq, where the haircare products will be recommended to them and they will be able to purchase online. The products are shipped directly from the brand to the clients and 40 per cent of the proceeds go to the salon.

“We have to play our part as an industry leader and be there to support the community of salons who depend on us to help keep their businesses running,” said David Higgins, General Manager, Professional Products Division at L’Oréal Australia & New Zealand. “If there was ever a time to think differently, it’s now. The Support Your Salon initiative is an innovative solution for our salon partners to address the current and challenging climate. It enables salon owners to receive revenue from retail sales without having to purchase and hold stock, pack product, or outlay costs for shipping or to set up an online store.”

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