The L'OREAL USA Professional Products Division has ventured into ecommerce with StyleSeat, a large and fast-growing online platform for beauty and wellness services.
Previously, the purchase of authentic products by brands such as Redken and Matrix could only be done at the salon and spa space. L'OREAL USA's partnership with StyleSeat has changed that. The more than 4 million consumers who use StyleSeat to research and book appointments with hair and nail professionals now may also purchase authentic salon-only products—including Essie Professional, Kerastase, L'Oréal Professionnel, Matrix, Mizani, Pureology, Redken and Shu Uemura Art of Hair—at the site.
"We want to ensure that our salon partners have the right digital platform to engage their clients when and where they want as well as ensuring they continue to get the professional services they want, thus allowing salons a 360-degree engagement with their clients," said Pat Parenty, president of L'OREAL USA Professional Products Division. "Our collaboration with StyleSeat enables us to do just that."
Each purchase on StyleSeat can be made through the individual stylist pages. Users can also receive personalized email recommendations from stylists about products to use in between trips to the salon. StyleSeat co-founder and CEO Melody McCloskey launched StyleSeat as a platform where consumers can search for stylists, read reviews and book appointments based on their preferences and location.
"The ability to have personalized product recommendations you can purchase at your fingertips completes the beauty experience on StyleSeat from start to finish," stated McCloskey. "We are proud to have the L'Oréal USA salon products now available on the platform, which are connected back to the professional and our users' experience with them."
Both A-list celebrity stylists and local business owners continue to join the StyleSeat community, giving consumers the opportunity to build relationships with their stylists, even when they are on the go. "It is essential that I continue to connect with my clients in between chair visits," noted Matrix celebrity stylist and StyleSeat member George Papanikolas, who travels between New York, Los Angeles and Dubai. "StyleSeat allows me to do just that, plus provide my clients the option to purchase the products I recommend for them at any time."
[Image courtesy of L'OREAL USA Professional Products Division]
