Mai-Lan NGUYEN HUU MSc Marketing EDHEC Business School
Luxury Hair Salon Brand
Agenda Hair salon Analysis Competitors analysis Positionning analysis Competitors ID Haircare Trendwatching Birth of a new luxury brand The Concept The History The Maison & Place
In France
Hair Care market Shampoo and conditionners & are best sellers
conditioners shampoo Growing rate
Styling products 2 in 1 products
Perms relaxants
Hair colors
Salon haircares
Market share (sales)
Professionnal haircare, hair colors styling products should be improved Problems with perms,relaxants and 2in 1 products
2007 Euromonitor international
The Luxury Hair Care Market Hair-care products are among the fastest-growing segment
of the high-end beauty market. Most of Luxury brand has a haircare segment but it is still a potential business because they is no hair expertise perception (Sisley, Bulgari, Guerlain, Shiseido, etc.) On hair market, luxury and professional products are in cash cow category (+0.6% of growth and 27% of market share in value)
PROFESSIONAL
MASSTIGE
Competitors map LUXURY
General Trends in Haircares Interest for healthy (organics) food : “organic,”
“green” and “natural” have become international buzzwords Fair trade issues for ingredients Environmental issues about packaging Hair beauty is essential according to surveys Stressful life in cities Methods against stress (yoga, tai chi, etc.) Interest in Asian culture way of life (zen trend, dream of Japanese refinement culture, fantasm about Geisha)
Customer’s behaviour in salon Hairdresser is a confidant/a friend for customers
need advices Beauty salon is the moment when people can relax, let the professional taking care of them People can stay more than 2 hours in a hair salon and wait for until 30min. People are ready to pay more for a great quality service
The current competitors Brand
Company
Founder
Country
Year of creation
Frederic Fekkai
P&G
Frederic Fekkai
France
1998
Carita
Shiseido
Maria & Rosy
France
1945
Massato
Massato
Massato
Aveda
Estée Lauder
-
US
1978
René Furterer
René Furterer
René Furterer
France
Lazartigue
France
Lazartigue
1963
Competitors Mapping – 1/2 High perception of the quality
Targeted market
Important hair salon activity
Competitors Mapping – 2/2 VIP room High perception of the quality
Hair salon
Beauty salon
Common room
Important hair salon activity
Competitors strench matrix Brand
Shampoo& conditioners
Colours Colours, Perms & Relaxers
Styling
Face care
Body care bath and shower
Cosmetics & perfume
Ambience
Products that the competitors sell for in-home use (in addition to professional products used in their salon)
Fekkai
+
+
+
+
+
-
-
Carita
+
-
-
+
+
-
-
Aveda
+
+
+
+
+
+
+
René Furterer
+
-
+
-
-
-
-
Massato
+
+
+
-
+
-
-
Lazartigue
+
+
+
-
+
+
-
Competitors ID
•Famous hairstyler for stars in the US •Best seller collection : Fekkai au Naturel •“no sacrificing pleasure or performance when choosing to use a naturally based product” •Salons in NYC •Best hair products according to US sites and blogs Salon brand DNA trendy
attentive convivial
modern Luxury material
Competitors ID
The salon Convivial, convenient and functional
common table for cut but individual for color and washing Plugs and Wifi for business people
Competitors ID
•Maison 11 rue Faubourg Saint Honoré : 1rst salon •Collaboration between the Carita sisters and the famous hairdresser Alexandre de Paris •Hair salon turned into Beauty salon : “A place where each woman is treated like a queen” Salon brand DNA expertise delicate
relaxing
serenity
classy Beauty handcraft
Competitors ID
The salon : “Maison de beauté” Individual rooms Comfort and service Beauticians are called “artisans de beauté”
Competitors ID
Aveda™, The Art and Science of Pure Flower and Plant Essences™, •Founded in 1978 •professional plant-based hair care, skin care, makeup, Pure-Fume™ and lifestyle products •Environmental leadership and responsability “Beauty Is As Beauty Does”
Salon brand DNA open
luxury
natural
respectful attentive
Competitors ID The Salon Salon & Spa : architecture as a “temple of beauty” High quality service but no individual room in each place
Competitors ID
René Furterer (hairdresser) developed products to repair damaged skinhead & hair with essential oil and natural extract. 1980 : the Brand is bought by Laboratoire Pierre Fabre (specialized in phytocosmetics), so the laboratories helps for innovation
The Institut is a heaven of peace dedicated to wellbieng, health and beauty of hair
Salon brand DNA Institut natural trichology
quiet Intense care
Products Sold in hair salon and in pharmacy everywhere in France
Competitors ID René Furterer : « to be beautiful, your hair needs good cares"
The salon Classical : french traditional old style An original way for hair care 1. Check up with hair scann (30min with Capiliscope) 2. Brushing 3. Massage 4. Care mask Hair salon
Individual room
Competitors ID
Massato • Opening of the 1rst salon in 1993 • Set up in Paris • 2006 : launch his products • Natural oils in shampoos and conditioners : natural extracts + Coloring shampoos and conditioners : non aggressive formulas • Trendy hairstyle and for famous people • Massato is considered as a guru A service for people who want to feel listened and exceptional
Salon brand DNA Hair salon advice Gentle products
fashionable attentive
The salon Usually simple and classy Opening of a hair bar in Le Printemps
Competitors ID
1963 : opening of the 1rst salon in Paris 1972 : first hair salon in France to do straightening care 1976 : creation of its own products to prevent dryness and damaged on colored/straightened hair
Salon brand DNA expensive
Hair analysis Gentle products
professional Straightening expertise
The salon A rococo style (as old French style) Lazartigue expertise (expert in straightening)
Check up with Numeric Hair Analyser
Conclusion of competitors analysis There are many brands from France and the US Most of competitors have a history and a Maison Founders were hairstylists for an expertise
background Most of salonsplay on the natural formulas of their products, the service quality or play also on science researchs : trichology, hair scann, etc.
Inspiration model : Sensai Salon Created in 2002 Sensai salons are beauty salon (no hair
care activity) based in a luxury hotels all over the world Belong to Kanebo company. Sensai is a brand in
cosmetics and skin cares. Japanese heritage and tradition In France they are in Corsica (Grand Hotel Calla Rossa), in Val d’Isere (Le Tsanteleina) don’t have their own place
http://www.sensai-cosmetics.com/fr/salon
The salon Sensai means “fineness” and the concept is a mix of
traditional Japanese massages (Shiatsu and Amma) to respect the balance between harmony and care. Sensai and Kanebo brand products are used to do facial and body massages Pictures of the Sensai salons in the French Hotels
The History
History In Japan, hair is the most important part of
beauty for women.
The myth of imperial princesses whose
maidservants washed her hair in the river with precious plants powder Geishas who had impressive hairstyle Japanese seagrass are famous for beauty properties especially for hair. The salon uses Japanese natural products for the health and beauty of the customers
The History
History In Japan service and politeness are the
basis of social relationship
Human contact starts with discretion
and respect the Japanese culture makes the maximum for the guest to be at ease and relaxed In Ochaya the maiko were training to serve the guests with tea, by singing, playing music and having conversation in a delicate, refined and discrete way This hair salon want to be a part of traditional Japan in Paris : the customer can be immerged in this Japanese atmosphere and test the Japanese high service quality for its wellbeing
Competitors’ luxury salons Designed
modern & trendy but clinical, no soul there Traditional savoir-faire but classical & basic Classy posh and Vip but too strict? Convenient functional but not refined and elegant
Serenity moment
The Concept
The Concept
The Shizen salon Relaxing experience Lying chair for shampoo and massage Comfort for the customer (slippers and kimono to enter in the Japanese world) Luxious and zen place with asian inspiration Luminous place Discrete Japanese decoration (zen) Place build around a patio or intern garden for customer to relax or to wait
A break in a relaxing atmosphere : more than a salon, a garden
The Concept
The concept « All the beauty secrets from Asia all over the world » The salon Luxe and serenity atmosphere Customer well-beeing is the priority : VIP room for privacy Ritual : when the customer enters the institut, she put her stuffs in a cupboard and wear a special coat like a kimono and slippers : more confortable and feel like a japanese princess On the kimono there are some drop of essential oil for relaxing
The Concept
The products used Natural products for health Ingenious asian natural ingredients cocktail for beauty Essential oils for relaxing
Shizen : a secret garden for your wellbeing and beauty
The Concept
The Concept
The Brand DNA For your wellbeing
Natural
Zen culture
Serenity
refinement
The Concept
Brand affinity Expertise Ego
Native Our Brand
Empathy
Association
Carita René Furterer Aveda
Cosmopolitan
Society Emotional
The Concept
Brand affinity – how to get it? Expertise : we work on best natural asian extracts for the products Native : Shizen is the Japanese culture and service brought to Paris Emotional : Feel happy and relaxed to be at Shizen place Cosmopolitan : « Shizen provide the Japanese beauty secrets for all types of
hair » Empathy : the high service quality is made to make you feel well and relaxed Ego : you’re treated like a queen because each woman has a princess inside
The Concept
Brand pyramid Product core High quality service Natural products Zen atmosphere
Resonnance Offer a unique experience for your hair and mind
Judgement Effective massages, cares and products
Feelings Wellbeing Zen, Serenity Happiness
Communication core Natural purity and beauty from Asia Serenity and wellbeing
Performance Imagery Effective natural product Refinement Natural Peaceful experience Salience/Awareness Try the natural beauty secrets of Japan for all hair
The Concept
Brand stretching Home accessoirizes
accessoirizes
Home accessoirize Development of peripherical products around beauty and wellbeing
care
Luxury product to create the same atmosphere at home
salon
A service & place for a unique experience
The Concept
Brand stretching – 1rst step conditioners treatment shampoo Hair salon
Hair accessories
Haircare products Hair colors Styling products Perms and relaxants
Hair fragrance Hair extensions
The Concept
Brand stretching – 2nd step
Body care product
Zen home accessorize
Skin care products
Beauty salon
Make Up Body Fragrance
The Concept
Brand reputation Qualities Relation
Contextual
Category specific Pedigree Japanese culture background Category Transcendent
Origin Ochaya (Tea House) service culture
Intrinsic
Associative
Quality The best natural ingredient from Japan (expertise)
Endorsed
Personality Promise Beautiful hair with Refinement and natural products fineness and a touch of serenity
The Concept
Competitive Advantages Our hair salon is a new experience by itself : a peaceful
breakin stressful life Based on Japanese culture of service, our Institute provides a delightful moment by plunging into another era and another place With such a high quality individual service, the customer can feel why Shizen is a luxury institute
Maison and Place
Maison and distribution place The Maison : in Paris were was open the first salon Japanese expertise in Beauty Japanese sober architecture Our Products are sold only in our places People love our concept and atmosphere, so our product must come from our salons or our Maison
References
Websites
www.happi.com www.bnet.com www.marketingmagazine.co.uk www.cosmeticsdesign.com www.Luxuryhaircare.co.uk www.myprestigium.com http://www.bergdorfgoodman.com/ www.abc-lux.com www.ciao.fr Official websites of brands (Fekkai, Massato, Sensai, etc.)
Blogs and forums
www.Aroma-zone.fr http://www.apple-cider-vinegar-benefits.com www.luxist.com www.stellamadison.com www.cyprus44.com/forums www.wisegeek.com http://www.famous-cosmetics.com/index.php/lieux/instituts http://norja.net/sante/html/la_silice_et_les_algues_.html
