Decléor outlines plans for growth in UK professional market

Skincare brand Decléor is planning to grow its footprint in the UK and Ireland professional salon and spa market across the next three years.  

Decléor will move into a different division of L’Oréal – the company that owns the brand – in July to accelerate this planned growth. It will now sit in L’Oréal’s Active Cosmetics Division, which specialises in skin health, alongside other brands such as La Roche Posay, SkinCeuticals, Cerave and Vichy.

“We’re making this move so Decléor can capitalise on our expertise in skin and health, but also so we can better support our spa and salon partners through strengthening Decléor’s training, digital, PR and merchandising programmes,” Karen Flavard-Jones, recently appointed managing director of the Active Cosmetics Division, exclusively told Professional Beauty. 

“These are fundamental actives for the existing brands of the Active Cosmetics Division and we want to do more of this as we focus on spas, the core of Decléor.”

Why is Decléor investing heavily in the UK salon and spa market now?

In its three-year plan, Decléor said it will make the salon and spa channel its number-one focus in the UK from an investment perspective, in a bid to regain market share in the sector. 

The brand plans to increase its footprint across the salon and spa market, ranging from five-star spas to high-street salons. The strategy will also focus heavily on raising brand awareness. The finer details are yet to be revealed but it will include a comprehensive education strategy that focuses on quality and advocacy. 

Is Decléor pulling out of other European markets?

The three markets that contribute the lion’s share of the total global Decléor turnover are the UK, France and the Nordics, and these are the markets the brand will focus on, with different salon market and retail-centric models. However, in some other European territories, including Germany and Spain, Decléor is moving away from the professional market altogether. 

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