The natural hair cosmetics brand created by entrepreneur Kelly Massol in her kitchen in 2009 is experiencing meteoric growth. She goes on the offensive with a communication campaign and a strong message for women.
The Secrets of Loly, first French brand of natural cosmetic products suitable for textured hair, made a sensational entry into the advertising and media landscape.
The brand will occupy the space for two months, supported by an advertising investment of more than two million euros on TV and event displays throughout Paris. Never seen before in this market. The challenger thus gives itself the means to compete with the biggest international brands to gain market share.. Curly hair, wavy, kinky or curly represent a market with enormous potential, long ignored by large groups. After only three years of existence, Les Secrets de Loly sells 5,000 products every day through a network of 1,200 hair salons and 1,200 retailers in France and internationally (its products are distributed in 12 countries).
Les Secrets de Loly has 20 employees. Founded by Kelly Massol, the company has grown by 500% over the last three years. With 10 million euros in turnover in 2021, the brand now intends to double its revenues each year and reach 100 million euros in turnover in the medium term. The company, which has long been financed by its own funds, can boast of having no bank debt.
A charismatic and inspiring entrepreneur
Kelly Massol is completely self-taught : she started her business at the age of 25, without any outside help. Iconoclast, she carries strong values, notably theempowerment, the ability to act on one's life and one's environment, and already inspires thousands of women and young entrepreneurs who follow her on social networks. The Les Secrets de Loly communication campaign aims to be a fight for the affirmation of women. The campaign hashtag #MyHairMyPower (my hair, my power) launches a movement to encourage women to wear, embrace and claim your natural hair, as they are, without constraints. “This hashtag doesn’t sell anything, but carries a promise of freedom, of authenticity, to take control of one's destiny, of his choices. Starting with that of styling your hair as you wish. #MyHairMyPower is a concept that invites women to take over the conversation around textured hair. Les Secrets de Loly wants to be at the initiative of the conversation that will allow women to take responsibility and take back power.", says Kelly Massol.
