THE OIL YOU SHOULD SWEAR BY
Dry and damaged hair is something many women struggle with. Carmen Tal, co-founder of Moroccanoil, tells us how her bad in-salon hair experience helped
pave the way to the mega brand we know today.
The transformation
Moroccanoil started life 10 years ago, shortly after I had my hair badly damaged by a colour service in Israel. A friend brought me to a salon where I experienced an astonishing oil treatment that transformed my hair from damaged to shiny, smooth and manageable. That experience inspired the creation of Moroccanoil Treatment, which flourished quickly thanks to positive word of mouth.
Onwards and up wards
In 2019, Moroccanoil powered ahead with its growth by driving increased sales to the professional salon channel and leading continued expansion in high-growth channels, such as travel retail and e-commerce.
The lifestyle
Our digital transformation is vastly developing and becoming an anchor brand wherever it’s present in retail. The vision for Moroccanoil revolves around one key phrase: optimise growth without mortgaging the future. Essentially, this means driving strategic brand growth with an omnichannel approach. This incorporates three key distribution channels that each play a critical role in propelling the business forward: generate credibility through our professional distribution channels, equity through our retail distribution, and revenue through our online and social commerce platforms.
We also strive to ensure that our existing business is strong and growing, that our innovation is wellmerchandised and animated with resonance. The world is full of savvy customers who want to acquire products that deliver results and value. Moroccanoil has the authority to provide this, given our dominance in the oil-infused beauty space.
The future of hair
Haircare is that next frontier where consumers are yearning for highperformance products that are also validated by science and results, like our new Color Complete range which has been scientifically proven to extend colour life and vibrancy.
Moroccanoil aims to continue delivering vibrant, healthy and easily manageable hair to our consumers. Today, Moroccanoil Treatment, a by-product of the original oil used on my hair, is the signature product and launching pad of the brand. It’s a hot commodity on Hollywood hair, too – Angelina Jolie, Jennifer Lopez and Katy Perry are just some of the A-listers known to use it. It also styles the coifs of models who strut the runway at high-end fashion shows for designers such as Carolina Herrera, Roberto Cavalli and Badgley Mischka. Found in hair salons in 40 countries, and with a scope of over 20 hair products that include shampoos and conditioners, hair and scalp treatments, hairsprays, styling mousses, creams and oils, Moroccanoil has conquered the world of hair.
Culture of sustainability
We continually strive to be environmentally responsible and reduce our carbon footprint. This is a value that is close and dear to my heart. Some of Moroccanoil’s key priorities for 2019 include working towards sustainable packaging, incorporating more biodegradable ingredients into formulations, increasing our overall energy eciency, reducing greenhouse emissions and distributing any excess personal care products to people in need around the world.