Toronto-born and a citizen of the U.S., new CEO of Wella North America, the Salon Professional Division of P&G, Salvatore Mauceri is a 25-year veteran of sales and marketing in both business-to-business and consumer products. Mauceri has spent the past decade at Wella, first leading the U.S. Eastern Division for P&G Salon Professional, and then successfully managing the North America integration of the company into P&G. Most recently, he has been Director of Global Developing Markets, a business unit that grew under his leadership to encompass more than 90 countries in three regions. Mauceri transformed a small, opportunistic export organization into a vibrant global division, thereby building the fastest growing business unit in Wella globally.
In 2014, Mauceri relocated from Geneva, Switzerland to Wella North America’s headquarters in Woodland Hills, California to lead the entire organization of professional educators, sales staff, marketers and researchers in the U.S. and Canada. MODERN spoke with Mauceri to hear his views on the diverse beauty market in the U.S. and his plans for the future.
How do you view the health of the salon industry and do you see any looming threats or disruptions?
The industry has struggled based on the changes in the economy. Here in the United States, there have been a lot of shifts. You have the booth renter, which is a significant phenomenon here, and it’s growing dramatically.
In terms of a threat, the economy has put people in the position of questioning how they are serving their client. I really believe that, as an industry, it’s important that we provide consistent education and inspiration for stylists. We are going to stay very, very focused on the stylist by giving them the innovation they need in order to be successful and to provide an experience for their clients. And for the salon owners, we are dedicated to offering a business education platform that makes sense for them.
Are salon products sold online in Europe and developing markets and how does that compare to what’s happening in the U.S.?
Selling salon products online is a little easier in the European community where the flow of products is easier and people take advantage of foreign exchange. Globally, there are different reasons that people are going to the internet to purchase products. In the developing world, which I managed, it’s almost a necessity because of the infrastructure. In many places, you can’t drive to a salon or to a retail outlet, and it’s too difficult to get there, so people tend to rely on ecommerce or e-education and they are a little more open to the internet. It is evolving for different reasons in different parts of the world. At the end of the day it is really important to ensure that we provide a premium service to someone coming in to a salon. When they walk in, it is not just about cutting hair and getting it colored and walking out because if it is as simple as then we may end up losing them, especially during tough times, to products that are sitting in the retail stores. Visiting the salon has to be about the total experience.