Intercoiffure Hits The Beach
Tuesday, May 4th, 2010
Loading ...The sun was out, the air was warm, the waves were serene and the Fontainebleau’s pools were packed with slim bikinis, frozen drinks with umbrella straws, all providing the perfect setting for the Spring Intercoiffure event.
Deborah Carver and her team did an outstanding job putting the event together. Both the lunch and alfresco dinner were outstanding and everything was well organized. The members enjoyed the hotel, Atlantic ocean, and being around other members.
The event which spanned two days (Sunday was the main day) drew some 300 plus members from around the USA. What they came for was hair. Not business, spa, or makeup. Makes sense.
Vivienne Mackinder was true to her spirit and did a great job with her look’n’learn presentation on stage and she followed up with her hands-on workshops. Vivienne is truly one talented hairdresser. I remember having Vivienne at our Academy over 10 years ago and she has been here several times since.
I was one of five guest panelists for the early 9AM event. My topic was the future of distribution. In a nutshell, I explained that multi-billion dollar global companies such as L’Oreal and Procter & Gamble control over 80% of the brands sold in our industry. I then went to say that multi-billion dollar global companies such as L’Oreal and Sally Beauty Holdings control over 80% of the distribution in our industry.
In short, the days of the independent family owned distributor are limited unless changes are enacted. And who better to enact the change first than Intercoiffure members? In one respect, they will determine the future of distribution.
Here is the irony of it all: Neither L’Oreal, P&G or any other global company wants to own salons, they only want to control them. Why own them if salons have to buy your brands from your own distribution network? Their strategy is brilliant.
I didn’t see a single L’Oreal or P&G executive at the event. However, they spent a bundle to sponsor the event and single-handedly pay for the Intercoiffure magazine with their advertising dollars. Again, brilliant strategy on their part.
Here is my idea for Intercoiffure: As the best of the best in our industry, you are the leaders. Now is the time to take the leadership position and help bring back the roots of our industry. Thank L’Oreal and P&G for their past sponsorship. Bring in exclusively independent companies to the spring and fall events. Allow independent companies to be the exclusive advertisers in the magazine. They will be happy to participate and provide young, fresh talent to get members even more motivated, engaged, and excited.
Sponsorship and advertising money is like drugs: Difficult to give up. But if something isn’t done shortly, the end result will be painful for all except you know who.
Happy Tuesday!
