L'oreal professionnel portfolio congress in miami

The 2014 L’Oreal Professionnel Portfolio Congress welcomed some 60 representatives from the brand’s top salons to the mesmerising city of Miami. If the art deco architecture, palm trees and endless beaches weren’t enough to delight delegates, than the line-up of speakers at the congress surely was. Those passing on their expertise included Tom Savigar of The Future Laboratory, who offered an insight into the future of consumerism in relation to the salon industry, based on consumer trend tracking. Interestingly, while Tom predicted that technology would play and increasingly important role when it came to consumer choices, and how businesses kept a track of their wants and needs, he also suggested that consumers would be looking for environments in which to escape the bombardment of technology. Salons could play an important role in providing these havens of peace and relaxation, he suggested. Also presenting was John Moore, of Word of Mouth Marketing who talked about the vital role played by clients and team members in spreading the word about a salon business. “A company  is the stories people tell about it,” said John. Formula One boss Mark Gallagher offered delegates a fascinating insight into his glamorous world, and his take on creating a motivated, winning team; while fashion guru Laurent Dombrowicz talked delegates through some of the emerging trends in the world of fashion and their likely impact on the hairdressing industry. Rounding of the congress were US celebrity stylist Jason Backe of Ted Gibson Salon, New York and colourist Daniel Jones from Muse, who offered delegates a snapshot of the kind of work being done with L’Oreal Professionnel products in the States. See full coverage from this event in the July issue of HJ.