L'Oréal Partner Shop Introduces Partner Brands

Published 03rd Nov 2023 by Morgan Willmott

L’Oréal Professional Products UK has provided an industry first with the ultimate convenience for salon purchasing. L’Oréal Partner Shop is the hairdressing industry’s only B2B E-commerce platform, where hairdressers and stylists can now shop salon products from partner brands, alongside L’Oréal’s own brands.

L’Oréal was founded on its commitment to hairdressing and remains dedicated to providing products and services that the industry needs to continue delivering the professional difference. This requires an understanding of the challenges that professional hairdressers, and their businesses, face and provide solutions to support their growth.

For many hairdressers, time - or lack of - is a challenge, especially when it forces salon owners to choose between serving clients and running a business. Recognising this, L’Oréal’s newest offering on L’Oréal Partner Shop is creating a one shop destination, through the provision of partner brand products across multiple new categories. Customers can now shop for more of their salon needs in one place, reducing the number of retailers they need to visit and making shopping easier. These new categories include Salon Essentials, Cutting Tools, Electricals, Beverages, Equipment & Furniture and Responsible Choices. The selection also has exclusive, innovative products such as the Maletti Vapomist Steam System and sustainable solutions, including the Net Zero Salon Initiative subscription.

Available to shop alongside a usual order of L’Oréal hair colour, care and styling products, each partner brand is 'Made for Pros, Curated by L’Oréal' - giving customers the confidence that every product is suited to the needs of the professional hair industry. This includes ensuring products have the highest performance standards and their values are aligned with L’Oréal’s. Knowing that salons and stylist needs will differ, there are also varying price points across each product category so everyone can benefit from this extended catalogue.

Since its launch in March 2023, the extension of new categories and partner brands on L’Oréal Partner Shop has received positive feedback from L’Oréal customers. A recent L’Oréal report found that 93% of those surveyed, expressed their satisfaction with the benefits and experience of adding partner brand products to their shop.*

L’Oréal customer, Billy Fry from Fry + Dean, explains: "It’s brilliant to have everything the salon needs under one 'roof' so we don’t have to swap from one website to another. My business partner and I still work full time on the salon floor, so anything that can save us time is incredible."

David Higgins, Managing Director Professional Product Division UK&I, says: "I’m extremely proud that the UK has had the opportunity to pilot such an important initiative for our industry as we know salons and stylists are time poor - splitting their day between the salon floor and running their business. Our business partners work tirelessly with our customers to understand what they need and, by leveraging technology and seamlessly integrating partner brands on L’Oréal Partner Shop, we aim to offer more choice and convenience to our partners, ultimately saving them time to focus on what they love most - hairdressing."

The partner brands which are currently available on L'Oréal Partner Shop are:
• Maletti (premium Italian professional salon furniture and equipment)
• Grind (sustainable coffee)
• Jaguar (professional scissors)
• Scrummi (plant based, sustainable towels)
• Green Salon Collective (salon waste removal and recycling service)
• ProCare (foil cutting machines)
• Andis (professional clippers)
• Passion (professional scissors)
• YS Park (brushes and combs)
• Takara Belmont (barber furniture and equipment)
• Osaka (professional scissors)
• Kasho (professional scissors)
• The Teamakers of London (premium tea and accessories)
• Olivia Garden (brushes and combs)
• Net Zero Salon (platform supporting salons to become Net Zero)
• Denman (brushes)
• Session Kit (salon essentials and accessories)
• Thames & Hudson (hard-cover books)

*L’Oréal Customer Care Team ‘Partner Brand Survey 2023’ March 2023-August 2023. Surveyed 56 customers who had purchased a Partner Brand via L’Oréal Partner Shop

Morgan Willmott

Morgan Willmott

Published 03rd Nov 2023

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