The Face Behind the Brand – Monica Tedoro at L’Oréal Professionel
L’Oréal Professionnel’s general manager Monica Tedoro shares her insights into running a successful business and what L’Oréal Professionnel has in store for 2019 and beyond…
Can you tell us about your new #wearelorealpro campaign?
For L’Oréal Professionnel, 2019 is all about ‘pushing the pro’ and this really is at the heart of everything we do. #WeAreLorealPro is about celebrating not only our incredible network of talented salons and hairdressers, but the industry as a whole and what makes it so special. There are so many stories to be told from entrepreneurial geniuses that are breaking the mould to extraordinary and inspirational artistry. We have such a rich community and we want to spotlight it.
What’s the secret behind L’Oréal Professionnel’s continued success?
For L’Oréal Professionnel it has always been about being simultaneously customer and consumer-centric. There is no one size fits all and we truly do create a bespoke approach for our partners.
Innovation is also key and introducing new breakthrough technologies – last year we launched 100% herbal hair colour – Botanēa and this was in response to the evolving needs of consumers today.
Take a deep breath and don’t try and tackle everything at once.
What’s your brand ethos and how can this be relayed to clients in the salon?
Our brand mantra includes three principles: professional, exceptional and for all. A good example of how this mantra is brought to life is through our group initiative, Salon Emotion, which puts the client at the heart of all of the salon touchpoints. This builds a unique service experience from the welcome and consultation to the backwash and retail.
Consistency in customer service is the backbone for any salon business and we work with our partners to help build an exceptional salon journey.
What are the biggest challenges facing the professional hair market today?
There are multiple challenges in today’s professional hair market, but one that I am particularly passionate about is attracting new talent to the industry. It is our job to really help shine a light on hairdressing as an amazing vocation and career choice. This is something that needs to be tackled by all industry players as a community.
Can you share your top pieces of advice for salons preparing for the year ahead?
Take a deep breath and don’t try and tackle everything at once. Choose your three focuses and work your way down the list one by one.
What exciting innovations will you be bringing to market in the near future?
We are always striving to innovate from both a colour and retail perspective, so we have lots coming up. Our priority is the consistency of the experience that salons deliver as this needs to evolve. In today’s demanding market, it is essential to invest in the education and upskilling of the salon team to maintain an exceptional standard of service.
We work with our partners to not only create bespoke education plans, but also share our wealth of consumer insights to really help salons make strategic choices and build robust businesses.
Behind the businesswoman
What do you love most about working at L’Oréal Professionnel?
I love the people. We work in such an incredibly talented industry where the passion is inspiring. I feel part of a very big and very creative family.
What’s your biggest achievement so far?
For me, it is all about making a difference, regardless of whether it’s great or small. If I can help to positively impact a person or a salon business, this is what is important to me.
What’s the secret to your success?
My team – you cannot accomplish anything by yourself. It is not my success, it is our success.
What are your tips for running a successful business?
Clarity, focus and passion. Have the courage to make the changes that are needed in this fast-evolving industry.
How do you get the most out of your team?
I try to leverage everyone’s strengths and embrace their diversity which makes a team so enriching. A team is like a puzzle – each individual plays an integral role and it is my job to bring all the pieces together to complete the bigger picture.
Originally published in the February 2018 issue of Hairdressers Journal