How L’Oréal Professionnel has been bringing transformation in the salon business

Professional hair tech brand L’Oréal Professionnel recently held the Indian Hairdressing Awards (IHA) in the format of a reality series, streamed exclusively on JioCinema. The Indian Hairdressing Awards (IHA), which has been in existence since the year 2014, is a celebration of the skill and art of professional hairstyling. Hairstylists from all parts of the country are recognized and rewarded by the competition. The announcement for the edition of this year was made in August 2023, receiving more than 100K entries with its theme being “Meta-morphosis”, which stands for real transformation.

A total 89 regional finalists were selected out of the thousands of hairdressers that took part in the competition. The jury comprised filmmaker Karan Johar, L’Oréal Professionnel global colour ambassador Min Kim, and a host of Bollywood celebrities.

The overall worth of the salon industry in India stood at Rs 90,000 crore in 2020 and is estimated to reach Rs 1.75 trillion by the year 2026, increasing at a CAGR of 15% between 2021 and 2026. The demand for professional hairstylists is at an all-time high, with professional hair care brands contributing to more than 20% of the all-inclusive shelf share of haircare in Flipkart, Amazon, and Nyaka, the three leading e-commerce platforms.

According to Mathilde Barthélemy-Vigier, GM, L’Oréal Professionnel, India is largely a grey coverage market with low in-salon color perforation and frequency. In conversation with Adgully, Mathilde Barthélemy-Vigier, shares how the IHA reality series intends to turn the spotlight on L’Oréal Professionnel’s skilled hair professionals, inviting consumers to witness the artist behind the cathartic magic. She said, “We want to amplify our core message: Hairdressing is not just a service. It’s a professional craft that can only happen in salons.”

Could you share in brief about the journey of theIndian Hairdressing Awards (IHA) by L'Oréal Professionnels so far? What is the concept behind it and how did the idea of IHA come about?

Indian Hairdressing Awards (IHA) was born in 2014 to celebrate the art and skill of professional hairstyling. The competition sees participants from all over India, with our latest edition crossing over one lakh entries. It is part of our ongoing effort to elevate hair talents and bring them to par with the talent around the world. It was adapted from our global property, Style and Color trophy.

Launched in 1954 in the UK, the Style and Color Trophy is the longest-running hair competition in the world. Through this competition, we aim to celebrate the creativity and skills of the profession and push the limits of what is possible not only in the salon but also on the world stage. On the global stage, the contest has gone digital and saw 42 countries participate in the last edition.

Is IHA streamed in the format of a reality series for the first time on Jio Cinema?

Yes, L'Oréal Professionnel wanted to shine the spotlight on the hair stylists and how they are the real change agents, While the competition is much looked forward to in the industry, we decided to adapt it for a reality series so that the stories can reach a much wider audience.

What is the theme of IHA by L'Oréal Professionnel, this year and what does it indicate?

This year’s entry theme was centered around our global theme of metamorphosis, highlighting the profound impact of genuine transformations achieved through cutting-edge hair artistry.

Through the competition, we gave several jobs to our hair pros to test their skill and technique. Some of the challenges were: customer makeovers, viral, big hair looks, and editorial look. The grand finale theme was around ‘Shades of Red’, where we saw beautiful transformations powered through red. As the event unfolded, it became evident that creativity knows no bounds.

What are the number of entries received and the number of finalists?

IHA received over one lakh entries from across India. From this massive pool, we narrowed it down to 89 regional finalists based on their technical skills. Theywere then judged by an eminent jury comprising of international hair artists and beauty media representatives. Finally, the top 12 finalists competed as part of the reality series in L'Oréal Professionnel Indian Hairdressing Awards.

Who constitute the judges’ panel for IHA by L'Oréal Professionnel?

The esteemed jury panel of IHA includes influential personalities from various fields. We have Karan Johar, a renowned filmmaker whose creative flair extends to even hair artistry; Min Kim, L'Oréal Professionnel's global color ambassador; Sonakshi Sinha, a powerhouse of talent lighting up film screens; Alaya F, Actor, and social media influencer; and finally, Harnaz Sandhu, 2021 Miss Universe winner. For the grand finale, we have Shioban, an acclaimed international hair stylist, and new-age women entrepreneur and influencer, Ananya Birla besides Karan Johar.

How is IHA different this year from last year?

This year’s event is the biggest showcase of hair fashion and artistry to date. Not only are the looks cutting-edge, fashion-forward, and fun, but the stage is also the grandest with a reality series adaptation being streamed on the biggest OTT app in the country – Jio Cinema.

What will the competition winners be rewarded with?

The competition winners of the Indian Hairdressing Awards (IHA) by L'Oréal Professionnel will be rewarded with prestige, recognition, and exciting prizes, such as an educational trip to Paris and a chance to visit and learn at Le Visionnaire, L’Oréal Professionnel’s hairdressing academy.

What are the trends, challenges, and opportunities in the Indian Hairdressing industry right now?

India largely remains a grey coverage market with low in-salon color penetration and frequency. In the last 27 years of L'Oréal Professionnel in India, we have been continuously elevating both salons and consumers by launching new colours and techniques to bring hair fashion up to par with the rest of the world. We have been seeing an increasing interest in fashion colour techniques like balayage, ombre, and highlights as well as fashion shades like red, burgundy, and browns.

What is the marketing strategy for IHA and how are digital, AI, and technology leveraged to promote the series?

Our 360-degree marketing plan combines a diverse range of channels, to inspire consumers at every touchpoint. We have an interesting mix of digital media, influencers, outdoor, radio, social media marketing, and innovations with key partners like Swiggy among others.

What are the expectations from the IHA reality series?

First and foremost, we want to shine a spotlight on our talented hair professionals, inviting consumers to see the artist behind the transformative magic. Their skill, creativity, and dedication breathe life into every consumer makeover. Second, we want to inspire consumers with the future of hair colour and cutting-edge hair artistry. From avant-garde colour palettes to intricate cuts, we celebrate the artistry that elevates hair to a canvas of self-expression. Finally, we want to amplify our core message: Hairdressing is not just a service. It's a professional craft that can only happen in salons.