Cosmetics titan L’Oréal is turning its attention to satisfying the need of its local consumers in Russia by setting up an academy in Moscow to train more than 20,000 beauty professionals every year.
L’Oréal Russia announced the opening of the L’Oréal Academy, which will also host an Evaluation Centre, with the aim of strengthening its offer of local beauty products and services in the country through the proposed training.
The project is reported to represent an investment of almost €3.5 million.
"The Training Academy and our Evaluation Centre demonstrate our commitment to innovation and education. I feel confident that this investment will allow us not only to further develop the beauty market but to respond even better to the expectations of Russian consumers," said Claudio Cavicchioli, managing director of L’Oréal Russia.
The new Academy is a training and education centre mainly dedicated to professionals such as hairdressers, beauty advisors and pharmacists, and aims to offer 100 training sessions every month.
According to L’Oréal Russia, it invests in the professional training of more than 20,000 beauty experts every year in an approach focused on consumers’ beauty needs.
“Because Russian consumers have their own specific routines and requirements when it comes to beauty, L’Oréal will develop an Evaluation Centre to understand their expectations and to develop tailored products,” says the subsidiary.
Keeping on top
The project will ensure that hairdressers, colourists, and other beauty professionals are up-to-date in their professional skills, aware of the latest beauty trends and able to provide the best possible beauty expertise to Russian consumers.
The objectives of the Moscow R&I Evaluation Centre have been outlined to focus on:
- Increasing the understanding of consumer and beauty routines to find specific product needs that could translate into product development ideas, better adapted to local consumers;
- Improving local skin and hair knowledge, through instrumental characterisations;
- Defining product profiles using expert evaluation;
- Measuring product efficacy through instrumental evaluation and consumer perceived performance through consumer tests.