Innovatis Hair is a Spanish brand with a strong position in the professional hair industry. It already distributes to many countries around the world and is now ready to export to even more regions of the world to grow its international distribution network. Estetica Export interviewed the CEO and responsible for Export, Javier Gonzalez.
Innovatis was founded in 2012, a difficult period for our sector in Spain. Can you explain the main steps in your development?
“The truth is that if we look back, it is a bit dizzying to think about when we started. To tell the truth, our development has been an uncomplicated one. The secret is to keep listening to clients and to hairdressers – they are the reason why we exist. This has led us to seek solutions to client problems. Each product range we have developed provides a solution to an everyday problem that our clients encounter in the salon”.
In 2016, a major rebranding took place. What happened?
“Something very simple happened: we were growing very quickly in terms of products, because the market demanded it, but that growth was without a clear brand idea. Plus, having to deal with a series of competitor brands and companies trying to make similar products, meant there was confusion in the market. Consequently, we had to put ourselves in the hands of a marketing agency to get everything in order”.
What are the winning features of your products?
“Our product are exclusively professional with visible results from the first application, luxury ingredients, easy application, and, above all, great benefit for our clients”.
What is the main focus of your business?
“Our focus is on the professional hairdressers, as everything revolves around them. Whenever we develop a new product or a new therapy, we put the hairdresser at the centre of our research”.
How is your distribution organized in Spain and in your export markets?
“Innovatis distributes through regional distributors in Spain and importers in other countries. A distributor knows his area of work perfectly and by relying on the brand he will be able to develop his business better”.
What are your best markets abroad?
“Our best markets have always been in European countries, although in recent years there has been a clear change in trend towards Asian markets and the Middle East”.
Which markets would you like to reach next?
“We have a clear objective for next year, which is to reach the American market. In fact, one of our next events is Cosmoprof in Miami, where we will start showcasing who we are”.
What type of distributor are you looking for?
“We are looking for dynamic distributors, knowledgeable about the market, willing to change certain stereotypes that are very prevalent in our industry. These can prioritize business above everything else, without considering what really matters: the hairdresser”.
What is your opinion on the economic situation of the hair and beauty industry in the countries in which you operate?
“The truth is that there are two clear trends: what is happening in Europe, with a complicated situation due to the war in Ukraine and a loss of purchasing power of the middle class; and what is happening in Asia and the Middle East, with much more receptive markets which are eager for new developments”.
Are international fairs important for your business?
“Trade fairs are very important for Innovatis, as they are a perfect window to make ourselves known around the world. It is true that we do not attend all of them, but we select those that may be interesting for us. We will be present at BeautyIstanbul in October, Cosmoprof Asia in Hong Kong in November, Cosmoprof Miami in January, and Cosmoprof Bologna in March, which, in addition to serving as a platform for our launches and innovations, are an excellent meeting point as so many of our clients come to Bologna every year”.
Do you sell online?
“Yes and no. Our philosophy is not to sell our products online, as we are not an online sales platform, but we do have a website with a shop. However, we use this as a price control and we sell in countries where there is no distribution. But the most important thing is that only the retail product is sold, not the professional product that is sold exclusively through the professional channel”.
What are your plans for the future?
“Our short-term plan is to finish completing two product ranges with some launches at Cosmoprof Bologna 2025. In the medium and long term, we are working on a professional Concept Store project to truly help hairdressing professionals who seriously want to grow, as well as to strengthen the brand image in the different countries where we are present, thanks to personalized campaigns and professional education”.
