L ' Oréal hairdressers informal sights

The Brazil is the first beauty salon market in Latin America. Are 342 thousand formal establishments total turnover of $ 40 billion. However, of the 1.5 million professionals who work in the industry, 1 million do not have formal record and only 15% have adequate training. The data are from a study done by L ' Oréal, which launches tomorrow the Master kit Results, your professional line Matrix, with focus on the classes C and d.
"We have very good halls, to the level of New York or London. But also a much larger number of professionals who work alone in the morro do Alemão in Rocinha and in areas throughout the country, "says Mikael Henry, Director-General of the professional products division of L ' Oréal.
The Master kit Results will come with training DVDs. Each teaches a technique: cut, treatment (nutrition and Cauterization) and staining. The simplest box, which comes with the videos, scissors, comb, brush, apron and basin to dye, costs $ 200. The product line-shampoo, conditioner and mask, also called Master-Results, must be purchased separately.
According to the CEO of L ' Oréal, Brazil is the first market coloring and hair treatment in the world. Here, 80% of women go to the Salon every two weeks, while in Europe they only attend four times a year. "For the Brazilian hair is the business card," says Henry. "And that goes for all social classes".
Today, the line Matrix already represents half of the sales of the Professional Division of L ' Oréal. The French company meets 60 thousand hairdressers in Brazil also brands the load out with Kerastase, Redken and l ' Oréal Professionnel.
The Matrix competes not only with specific lines for Wella Professionals like lounges, Procter Gamble, and silk & Professional, Unilever, but also with retail products. "It is common to the client passes in the supermarket and buy the dye hairdresser apply," says Henry. In addition, he says that the market halls facing the classes C and D is sprayed and there is a brand that is reference. "Many times they [these halls] opt for retail products, which are easier to use, do not require technical knowledge. Hairdressers of these halls are not loyal to any brand. "
The product line also will be offered over the internet. "Today, 46% of consumers are virtual in the class C," says Henry.