Why SalonCentric (L’Oréal’s distribution activity) is launching a marketplace


L’Oreal Wholesale distribution company in the United States SalonCentric has announced its intention to launch one of the premier wholesale beauty marketplaces dedicated to the hair salon industry for salon professionals on the Mirakl Marketplace platform. Scheduled to launch in the fall, the third-party marketplace will allow SalonCentric to triple its online product selection by adding more than 350 third-party vendors to its existing product selections (approximately 100 existing brands owned by SalonCentric).

So why is it so bad? Hair salons and professionals need hundreds, if not thousands of products to do their jobs. You name it, they need it. Whether it’s dye, colors, extensions, combs, blow dryers and whatever else you see on your monthly trip to the salon. But, for example, when the pandemic hit, salons and stylists needed things like PPE, protective glass barriers, and even more cleaning supplies to protect themselves and customers. Where can they find them? And how do they do it effectively without affecting their business? Enter SalonCentric. While this is a specific example, the market will give SalonCentric the agility it needs to meet immediate customer demands, whether it’s glass barriers or the next big thing in innovation. hair care, all within an online shopping experience.

With the launch of its marketplace, SalonCentric will consolidate its position as one of the largest wholesale salon and beauty suppliers in the industry, offering a significantly expanded assortment of men’s haircare and third party suppliers. Thanks to the market, SalonCentric will also expand into new categories, including salon equipment, hair extensions, salon software and services, among others, to become a true one-stop-shop for professional beauty supplies for beauty professionals.

“In today’s economic climate, increased efficiency and cost savings are critical to the success of the salon owners and beauty professionals that SalonCentric serves. With this market, SalonCentric embraces innovation to serve the success of our clients, offering them immediate access to the widest selection of products and brands with a seamless e-commerce experience. Mirakl’s platform and its exceptional track record of successful large-scale B2B marketplace has made it the ideal partner for this crucial market initiative.
– Bertrand Fontaine, President, SalonCentric

The market, scheduled to launch in the second half of 2021, will triple SalonCentric’s online product selection with the addition of more than 350 third-party vendors, in addition to its current 150 vendors, to SalonCentric.com. By selling directly to SalonCentric customers through the marketplace, leading beauty and salon brands will have a powerful way to grow their business.

A key factor in SalonCentric’s decision to launch with Mirakl is the Mirakl Marketplace connector for Salesforce Commerce Cloud, which will simplify integration with the current Salesforce Commerce Cloud e-commerce site and speed up time to market.

“B2B leaders across industries are embracing digital innovation by launching online marketplaces, giving buyers the convenient and efficient online experience they expect. With the SalonCentric marketplace, L’Oréal USA is leading the beauty pack, investing in the online experience that will soon become a table issue for B2B wholesalers of all kinds.
– Adrien Nussenbaum, American co-founder and CEO, Mirakl


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