The Future of Hairdressing - Objective 2020

Level: Starter / Intermediate / Advance

Duration: 53:57

Type of training: Free

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On a global level, fashion has a strong influence on the Spanish economy, up to 2.

8% of GDP and 4.3% of employment. According to the IV Observatory of the Professional Hairdressing Market in Spain in 2015 in the last 3 years, the hairdressing business has been reduced by 34% affected, among other aspects, by the great crisis that we have been living in Spain and Europe since 2008. As in other countries, it is a highly atomized sector with more than 140,000 employees and 50,000 salons. Along with the classic hairdresser's, with more than 20,000 salons in Spain (35%) and the highly specialized boutique (2,000, centers, 3.5%), there is also a proliferation of low-cost salons oriented to a consumer who, above all, is looking for price. These types of centers exceed 13,000 salons and have come to weigh around 11.5% of the business. Furthermore, in the last decade there has been a considerable increase in self-employment, which now constitutes 30% of the business, with more than 15,000 people working on their own account. The round table organised by ModumB began with this introduction.


  • Jordi Trilles, General Manager of Markets at L'Oréal Professional Products
  • Thys Niermeyer, General Manager of GHD Spain
  • Elodie Pradeillés, Consultant and teacher in the Executive Education area of ESIC Business & Marketing School
  • Jesús Muñoz, General Manager of Beauty Market
  • Leticia Nubió, head of PR and Advertising at Estética Modacabello
  • Luis Miguel Vecina, hairdresser and trainer at Expertise Education

Who is it aimed at?

  • Hairdressers of all profiles.
  • Classroom directors.
  • Entrepreneurs/Entrepreneurs of hairdressing chains.


At this meeting, it will be discussed:

  • Vision of the sector from a macroeconomic perspective
  • Consumer trends.
  • New and effective marketing strategies - the customer journey.
  • Application of the new technologies to the communication channels with the clients.
  • From consumer to brand, what does the public ask for?
  • Mass media and social media: who sets the trends?
  • Has globalisation changed the duration of fashions? Predominant trends and the role of influencers.
  • Experiential marketing as a key factor in the creation of attention protocols and theme for salons.
  • Average ticket, service sales protocols and hot spots within the show.

Technical skills

Technique will not be a problem. During this training you will put into practice:

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