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L'Oréal's Professional Unit Hits 'Style Street'

September 2, 2014

Web/mobile collaboration aimed at future of salon industry.

L’Oréal USA’s Professional Products Division and its hair care brands—L'Oreal Professionnel, Kerastase, Redken, Matrix, Pureology, Shu Uemura Art of Hair, Mizani and Essie Professional—are collaborating with StyleSeat, a web and mobile destination that gives salons and stylists a suite of integrated digital tools to run, manage and grow their business.

Through this collaboration, StyleSeat will offer L'Oréal USA Professional Products Division brands customized tools including online booking; twelve months of free deluxe services; branded email templates and profile pages; spotlight on salon finder; tracking of client history; and more.

According to L’Oréal, by 2017, the internet will influence 60% of all retail purchases, and as such the firm has created this custom program to “support their network of salon owners and stylists, through every stage of their careers” 

StyleSeat’s platfirm offers a combination of web and mobile booking, a professional web presence, marketing tools, and a new e-commerce feature (launching in the fourth quarter). Consumers can also read recommendations from other clients and make online appointments with top salons or stylists in their areas.

"I think it's critical that salon owners and stylists partner with the necessary people who are going to take us into the future, build our business, make happy hairdressers, happy clients, and not be left behind," stated Redken advocate and StyleSeat member, Rodney Cutler, Cutler Salons.

"Salons must do a better job utilizing the opportunities made available to them in the digital world. We are lucky to have a partner in this endeavor such as L'Oréal, as well as appreciate the opportunity to increase our digital footprint and expose our company to a wider audience," stated Shu Uemura and Kerastase Advocate and StyleSeat Member, David Abrams, LuxeLab.

"We know that consumers shop online. Through this collaboration, there will be a huge retail opportunity for the salon's business, as well as convenience provided to our new and existing clients," stated Redken and Pureology advocate and StyleSeat Member Linda Macchi of Salon 877.

L'Oréal USA Professional Products Division will also offer qualifying members the opportunity to sell products directly to their clients on their personal profile pages on StyleSeat later this year.  L'Oréal will manage the packing, shipping, and confirmation of all products shopped and shipped to the customers from the Salon's eStore.

"As a salon owner, we need to truly engage with our customers online.  It is incredible to be able to work with a company that creates these kinds of opportunities for its network, by providing them with the support of digital tools to manage and grow their business," stated Matrix Advocate and StyleSeat Member, Andreas Hogue, Andreas Hogue Salon.

More than 3 million consumers currently use StyleSeat, with more than 8 million appointments booked since its launch. 40% of the appointment bookings that happen on StyleSeat are outside the hours of business operation.

"StyleSeat understands the need and expectation for salons and stylists to have an online and mobile presence, which is an extension of their brick and mortar destinations," stated Pat Parenty, president of L'Oréal USA Professional Products Division. "We want to support businesses with the tools and resources that can help improve the way they operate in a meaningful way while giving consumers the online salon access they crave."

"We are honored to team up with L'OREAL USA because of their leadership in innovation and beauty, with an incredible network of the most talented salons and stylists nationwide," said Melody McCloskey, co-founder and CEO of StyleSeat.  

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