Beauty Store Business magazine - January, 2020

L'Oréal USA Collaborates With StyleSeat

L'Oréal USA Professional Products Division is collaborating with, an online destination of beauty and wellness services for salon professionals and their clients.

StyleSeat connects customers with salons and also offers a suite of integrated digital tools to help salons and stylists run, manage and grow their businesses. According to StyleSeat’s founder and CEO Melody McCloskey, the mobile and Web destination has been able to help beauty professionals, on average, grow revenue by 70% in the first 15 months on the platform.

Furthermore, more than 3 million consumers already use StyleSeat, with more than 8 million appointments booked, totaling a little more than $500 million in just three years. More important, 40% of the appointments booked are done so outside the hours of business operation. "StyleSeat understands the need and expectation for salons and stylists to have an online and mobile presence, which is an extension of their brick-and-mortar destinations,” said Pat Parenty, president of L’Oréal USA PPD, which includes brands such as L'Oréal Professionnel, Kératase, Redken, Matrix, Pureology, Shu Uemura, Mizani and Essie Professional.

Through the collaboration, StyleSeat’s offerings to L’Oréal USA PPD will include customized tools, including online booking; three months of free deluxe services; branded email templates and profile pages; spotlight on salon finder; tracking of client history and more.

“I think that any savvy marketer realizes that without digital engagement, you’re missing a huge opportunity to speak to somebody about your products, features and benefits,” said Parenty. “That’s why later this year, L’Oréal USA PPD will offer qualifying members the opportunity to sell products directly to their clients on their personal profile pages on StyleSeat. In light of the fact that by 2017 the Internet will influence 60% of retail purchases, this decision couldn’t have come at a better time. Still, while online retail continues to grow, it can be a costly venture to navigate, so L’Oréal USA PPD will manage the packing, shipping and confirmation of all products shopped and shipped to customers from the salon’s eStore.

Businesses can register at



[Images courtesy of L'Oréal USA Professional Products Division]