We spoke to Matt Clements of The Assembly Hair about his relationship with L’Oréal Professionnel, including how its helped shape his career and business and how the partnership began.
INSTYLE: Tell us a bit about your salon.
Matt Clements: The Assembly was opened in 2006 by myself and my wife Kristin O’Connor who is an incredible talent with the scissors. Our careers have always been city based and, a couple of years after returning from almost four years in Europe, we chose to move and open a city salon at the beach – the Sunshine Coast to be exact. Our lifestyles have always been heavily surf influenced and we need to start every day this way. The Assembly literally means ‘a group or gathering of like-minded people gathered together for a common goal’. For both team members and guests, we wanted to have a shared experience, one of quality and always being progressive – a place where art, music, fashion and lifestyle become one. We have a mixed client base of professionals, people seeking high quality work and sophistication and anyone wanting to explore their edge and being an individual.
IN: Why did you partner with L’Oréal Professionnel?
MC: After many successful years with the same company, our brand had evolved year upon year, as well as our team. We felt we needed to expand and breathe some new air, to take a new direction – to add some discomfort if you like. I had been judging L’Oréal Professionnel Colour Trophy as a non-LP member and, over the course of a few years, I had the opportunity to see how they value people and business. Coming on-board with LP felt very natural and we were welcomed with open arms, it felt fresh yet nicely familiar.
IN: How does L’Oréal Professionnel support your salon?
MC: The support we receive is unparalleled. LP cover just about everything you need from salon business development to individual and team growth, paired with expert product knowledge.
IN: How does L’Oréal Professionnel help you in education, specifically through their ACCESS program/education portal?
MC: Every aspect of product use and development is accessed through the Education Portal. This is a one stop shop for growth, a must for achieving and reaching your goals. It absolutely backs up our solid in-house training methods.
IN: How does the Brand aid your salon technologically?
MC: LP has advanced product systems from the front to the back of the salon, which is incredibly important for us in maintaining modern business practices.
IN: How is the new Metal Detox impacting your colour business?
MC: Metal Detox is certainly a game changer. When you demand bright, vibrant and healthy results for your guest’s hair, look no further than the Metal Detox system. It looks after me while working within the LP portfolio and our guests return with better, stronger hair that allows us more freedom to create new looks moving forward.
IN: What do you love about Metal Detox?
MC: Metal Detox has a simple and effective ease of use for everyone, which helps in a busy environment, and I love that clients notice the difference in the things that we traditionally think is mainly a concern for the hairdresser – strength and condition, the clarity and saturation in their colours. When your guests feel these things, you’ve immediately elevated their experience.
IN: What areas of your business has L’Oréal Professionnel been able to help you with most?
MC: For us, personally, it’s having access to people that have real skills and knowledge and are determined to see you and your business succeed.
IN: What are you looking forward to next with L’Oréal Professionnel?
MC: We’re always looking to develop a stronger brand relationship that in-turn will strengthen our business, this isn’t always about having new things but doing the stuff we know, better. LP are placed very well in the global fashion and beauty market, and their forward thinking and ability to deliver what we as professionals need is part of the experience we’ve had from LP from the day we came onboard. I’m looking forward to more of the same!
IN: What does being part of the L’Oréal Professionnel family mean to you?
MC: As a staunch individual who likes to create my own paths, I still love being part of something bigger – the LP family is big but I don’t have to compromise who I am or the direction The Assembly takes. This is so important in any successful relationship.
To find out how to work with L’Oréal Professionnel in your business visit www.lorealprofessionnel.com.au/contactus
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