Sardinia welcomes l'oreal professionnel portfolio congress

    The beautiful island of Sardinia was the setting for the L'Oreal Professionnel Portfolio Congress, which saw more than 70 hairdressers from the UK gather at the delightful Colonna Pevero hotel. The congress itself was held at the Vigne Surrau with guests speakers inspiring and exciting some of the best businesses in British hairdressing. Managing director of L’Oreal Professional Products Division UK & Ireland, Omar Hajeri, welcomed the delegates. "We have to educate the consumer on why they should visit the professional. It's all about the journey - the salon experience hasn't changed for 40 years, but the world is different," he stated. “It will be a long journey, but we need to change and we will change together." General manager Monica Teodoro believes personalisation is key to attracting potential clients. "We need to tailor every experience we offer. Consumers are changing and our point of difference is our expertise. For the first time consumers are talking about professional products and services. We need to cater and care for these clients and make them realise you, the expert, can offer them so much more."   The Connected Customer with loyalty and brand expert Alex Turner Top tips Use what you know to create delight, create a wow. Two hundred hand-written letters are worth 20,000 typed dear sir/madam. Consider brand emersion at each touch point - advertising, website, social media, front of house. Get people emotionally connected to your brand.   Tamara Lohan, co-founder of Mr & Mrs Smith Top tips Surprise and delight makes all the difference. It's the little things that count. Work with other brands. You need to stand out in a visual world.   Patrick Grant, Saville Row men's fashion designer Top tips Ensure you are on the platforms your clients are looking at - there's no point creating content if no one is seeing it. Give clients a space to breathe in their busy schedule. Know the history of hair and techniques, with such knowledge clients will trust you. You have a duty of care to offer aftercare advice.   Simon Woodroffe, founder of Yo! Sushi Top tips Set goals but be prepared to edit them. They don't have to be set in stone. If you change the rules you can do whatever you want to do. Don't underestimate the power of word of mouth.