We spoke with Albert Sanroma, Brand director of Montibello, the brand is leading the revolution in the hairdressing industry, merging sustainability and personalized treatment, elevating the hair experience to a new standard of conscious luxury.

Montibello is once again the official sponsor of UPP THE SHOW, in this 3rd edition Their collaboration is consolidated by sharing a main objective: to provide quality, education and inspiration to all professionals in the sector.

“Consumers are looking for unique experiences that adapt to their needs, and they expect brands to offer them solutions that respond to their specific desires and preferences at all times.”

What does it mean for Montibello in terms of positioning to sponsor an event like UPP THE SHOW?

Our relationship with Upp The Show began a few years ago and is now consolidating its third edition. Our synergy is not accidental: we have similar values, such as supporting hairdressing professionals and providing them with quality and aspiration at an artistic and educational level. This essential event for the sector helps us to convey very well what we are as a brand and our commitment and exclusivity with the professional channel.

We've been seeing all the buzz around the latest launch of the hop brand on social media. What can you tell us about it?

Hop is a leap into tomorrow for Montibello. It is the culmination of a futuristic brand, where holistic well-being connects with physical, mental and emotional well-being, through high-performance, innovative products based on algae bioscience to correct the 8 signs of scalp and hair well-being.

Hop also has exclusive rituals to be carried out in the hair salon, such as the one we just presented in September, hop Transforming Well-Ageing, which offers the client a personalized experience at the shampoo bowl and also at the dressing table.

What is the brand's strategy to differentiate itself in a market as competitive as that of professional hairdressing?

Our claim “We care for hair, people and the planet” It reflects our firm commitment to the hairdressing sector, but also to end consumers and, of course, to our environment. Each new launch, each product we create, has been conceived through gestures that have the minimum impact on the environment.

Furthermore, innovation and proximity are also part of our DNA. Our R&D team is constantly looking for the best proposals to help professionals excel in their businesses and all departments at Montibello are very close to our clients, accompanying them on their journey and offering them a response to their needs at all times.

What initiatives are you implementing to strengthen the relationship with hairdressers and increase brand loyalty?

On a day-to-day basis, we have a very powerful sales, education, marketing and communication team, experts in the professional channel, who are very close to our clients, providing them with the solutions they need at all times.

We offer our clients constant support in their businesses with campaigns that help them increase their average ticket and generate new services, as well as in digitalization, with content and campaigns to grow their digital channels.

What are the most promising trends you see for the future of hair cosmetics?

Clearly, in all sectors, the wellbeing trend is emerging. Consumers, now more than ever, and in all areas, are looking for well-being and experiences that allow them to escape from their daily lives. This trend has accelerated especially after the pandemic, which led us to live situations of fear and anxiety about the future.

Therefore, brands now, in addition to offering aesthetic solutions, must incorporate well-being as an intrinsic value in all our products and services.

How do you think technology can influence the development and innovation of hairdressing products in the coming years?

Without a doubt, technological advances mark the pace of innovation applied to new products and services for hairdressing.

Research is being done into new cosmetic ingredients based on bioscience or biotechnology, which can improve the effectiveness of products, achieve new effects or offer more sustainable alternatives.

An example is the new hair conditioning molecules obtained from plant material derived from industrial waste.

On the other hand, artificial intelligence will be increasingly present, accelerating the development of new products and allowing for increasingly personalized treatments to be offered.

To what extent do you think consumer awareness of ingredients used in hair products will influence the industry in the future?

Clearly and increasingly. At Montibello we seek what, in my opinion, consumers value most: being transparent both with our messages and with our formulations.

Nowadays, consumers are almost as informed as the brands themselves when it comes to active ingredients. They are clearly leading the way towards more sustainable formulations that are respectful of both hair and the planet. And at Montibello we have been working in this direction for years.

Are consumers looking for more personalized solutions?

Absolutely yes. We are in the era of personalization. Nowadays, consumers are looking for unique experiences that adapt to their needs. They expect brands to offer them solutions that respond to their specific desires and preferences at all times. And at Montibello we are following this path to offer unique and differentiating experiences that live on in the minds of those who receive them.

What role do social media and digital influences play in promoting Montibello's new releases?

They are key to getting our messages across to both professionals and end consumers.

Social media is a powerful platform to reach our audience and show them what we are as a brand, our values and all our innovation.

And influencers have become the best influencers today. Consumers often connect better with them than with brands because they perceive them as “real people” with the same concerns as them. Influencer marketing helps us connect in a more real, credible and closer way with our audience, showing real experiences and results with our products and services.

What is your general vision for the future of professional hair cosmetics and what do you think will be the key factor for success in this constantly evolving market?

As we mentioned before, personalization and wellbeing are trends that have been emerging for a few years, not only in the hairdressing sector but in all areas in general. We are convinced that these trends are here to stay. We need to live wellness experiences that help us stop and abstract ourselves from our frenetic pace of life and, in addition, we want them to be unique and unrepeatable experiences adapted to our desires and needs.

I believe that the key factor for success will be constant adaptation to consumer demands, as well as knowing how to value the services in the salon. Those salons that offer unique, exclusive and differentiating services will be the ones that will endure and achieve success.