L’ORÉAL INAUGURATES THE HAIRDRESSING SALON OF THE FUTURE IN MADRID
The new Green Academy, the only one of its kind in the world, combines the application of the most modern technologies and the use of environmentally-friendly materials to establish the basis of hairdressing for future generations in the 21st century.
In Spain, the hairdressing sector provides employment for 108,000 professionals every year, receives 175 million client visits and has a turnover of 4.2 billion euros (i.e. 0.4% of Spain’s GDP).
L’Oréal, the world leader in the cosmetics market, has taken another step forward in its commitment to responsible and sustainable innovation by opening the first “Green Academy” in Madrid. This new concept in hairdressing combines a strong technological character with a focus on environmental education, so as to allow the application of and greater familiarity with environmental values and sustainability among professionals in this sector.
The project stems from the Professional Products Division of the company marketing the L’Oréal Professionnel, Kérastase, Kéraskin, Redken, Matrix and Pureology brands for hairdressers. To create this eco-sustainable Academy located in at the company’s headquarters in Madrid, the most modern technologies have been applied in line with sustainability criteria to ensure the best working atmosphere and to encourage responsible behaviour.
Spain currently has about 35,000 hairdressing salons, of which more than half distribute and use L’Oréal products (the firm represents close to 30% of the market), hence the importance of providing adequate training for professionals about how and when to apply them. L’Oréal’s “Green Academy” , however, is also seeking to instil future generations of professionals in this sector with respect for the environment, by serving as a space in which to increase environmental awareness among the more than 8,000 hairdressers L’Oréal estimates will be trained here each year.
According to Didier Tisserand, President of L’Oréal Spain, “Our support for this pioneering academy in Spain, the first of its kind in the world, strengthens our commitment with the environment. An eco-sustainable salon currently costs about 15% more than a conventional one, a cost that will gradually come down through changes in legislation, innovation in materials and medium-to longer-term economic savings”. And it is estimated that, world-wide, a mere hundred or so salons are concerned about being eco-sustainable.