Events in the Industry, Benefits and AwardsAugust 1, 2008 By: American Salon Staff American Salon
Matrix Destination Hosts 2,000 Stylists in Las Vegas
In June, Matrix hosted more than 2,000 salon owners, stylists and business partners for Matrix Destination, a three-day educational experience held at the MGM Grand in Las Vegas. Kicking off the event, the C.R.A.F.T. Runway Reception previewed the cutting-edge techniques of the Matrix Artistic Designers, as well as the 2008 NAHA-nominated collections of Matrix Artistic Designers Nicholas French and Brian and Sandra Smith. Stylists participated in five intensive classes—Inspire Me, Cut to the Chase, Smokin' Cool Color, Sheer Perfection and Pull It Together—taught by French, the Smiths and Dr. Lew Losoncy, as well as rising stars Ammon Carver, Daniel Roldan, Nick Stenson, Robert Santana, Sam Lavella, Vickie Preston and Tarra Dean. During breaks, stylists had the opportunity to meet Losoncy and Matrix celebrity stylist Mark Townsend at the C.R.A.F.T. Your Salon Lounge. "As the country's number-one professional brand, Matrix has an obligation to lead in education," said Martin Dale, Matrix vice president of education. —LOTUS ABRAMS
L'Oréal PPD Launches Blog to Combat Diversion
David Craggs, president of the L'Oréal Professional Products Division (PPD), which includes Matrix, Redken, PureOlogy, L'Oréal Professionnel, Kérastase, Shu Uemura Art of Hair and Mizani, has officially entered the "blogosphere," where he will be providing beauty pros and valued PPD customers with a forum in which they can comment and communicate with him about key topics, chief among them diversion.
David Craggs has begun blogging about key topics, including diversion.
"The blog will be a way for David to directly connect with the community without having the message be diluted or changed," said Shae Kalyani, vice president of integrated communications at Redken and PureOlogy. "He has the unique opportunity to state and explain our position and actions, to immediately and directly address concerns and, in some cases, nullify the attacks and turn salons into supporters."
The new Diversion Communication Plan has all units uniting together to achieve a stronger voice. "Each division, to varying degrees, is facing the same problem and we know our voice will be stronger if we pull together and join forces," Kalyani said, adding that L'Oréal PPD needs to let salon owners and stylists know how much it is doing to combat this problem and also communicate the results it's attained thus far. "We have cut off more than $30 million in diverted product and we're not done cleaning up the situation yet."
By the same token, L'Oréal PPD also knows that educating consumers about the problem is another tact that needs to be taken. To that end, Craggs says the blog will contain a video featuring a personal address from him that's primarily directed at consumers but is very relevant to stylists, as well. "It's a clear statement on behalf of the company explaining exactly why consumers should not buy professional products at unauthorized outlets," Craggs said. To wit: L'Oréal PPD can't guarantee the authenticity of the products. Second, consumers are likely to pay more. (As proof, Craggs cited L'Oréal PPD's 52-week rolling price check, which shows that professional products purchased in mass retailers cost 10 percent more.) Finally, consumers who buy professional products in unauthorized outlets devoid themselves of the advice of their stylists and devoid their stylists of a very important part of their income. "We think that if we get that message across to consumers, we'll do a lot to drive the business into salons and to make this market a lot less interesting for mass retailers." For more details, visit davidcraggs.com. —K.D.