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Tuesday, November 24, 2009
Carmen Tal first discovered the Moroccanoil Treatment in Israel after a bad colour service. Her sister-in-law took her to a salon that used Moroccanoil and it left her hair soft, shiny, smooth and manageable. She had never had the same benefits anywhere else and set out to learn more because she enjoyed it so much. She discovered that the miraculous product treating her hair was based on argan oil, which women in Morocco have used for centuries to treat their hair, nails and skin. Because Carmen wanted to share its benefits with women around the world, she and her husband, Ofer, set out to make this product available to professional salons and the Moroccanoil brand was born.
How did you get your start in the industry?
Due to my experience as a salon owner, I had a strong desire to bring other salons something different that would excite consumers and attract them into the retail area. When I saw the incredible instant results in my own hair during a salon visit, my husband and I decided that this remarkable product had to be shared with stylists in the rest of the world. We brought it to North America, and later bought the company.
When did you realize you had “something” and were going to succeed?
Moroccanoil has been so well accepted that it’s almost unreal. In such a short amount of time, we achieved what we wanted and much more. It’s truly a dream come true. If I have to pinpoint one specific instance, I would say when distributors in the USA and overseas started knocking on our door for exclusivity.
What has been the most challenging aspect of your success?
I think one of the biggest challenges we faced as a company has been to keep copycats away and fighting diversion.
What is the most rewarding aspect of your success?
Watching it grow. Today Moroccanoil continues to develop new and exciting products with high standards, using the highest quality ingredients to provide optimum results every time. It remains salon exclusive and we are in the forefront of the diversion fight. Introducing proprietary new anti-diversion tracking devices that are the first of their kind and most effective in the professional hair industry.
How does/did being a woman in business affect the woman you are today?
It really has not affected me as a person, but as a businesswoman you acquire more responsibility towards other people that you didn’t have before. You have to be aware of all the different divisions of a company and focus just enough attention to detail on each department to make things run smoothly.
If you could do it all over, what would you do differently?
Absolutely nothing, I wouldn’t change a thing.
Where do you find your motivation and inspiration?
We listen to salons, their clients and distributors. Your own opinion alone does not take you anywhere. Moroccanoil is synonymous with creativity and passion. Everyone here, from the chemists to all our executives, brand managers and our international PR agency has a special passion for these products, and the brand. There’s a lot of excitement, not only with us but with salons and their clients as well. It’s been amazing to see this evolve.
What are your future goals?
Our goal is to make the very finest hair product possible, and to bring not only innovation but quality and excitement to salons. We create gentle products that give fantastic results. We want to continue to bring out fabulous new products.
What advice can you offer other women interested in starting their own business?
When starting a business, you need to be absolutely certain that whatever you’re doing is something that you are passionate about and that it is exactly what you want to do. Without passion, you will lose your focus and when running a business you must be extremely disciplined. I would also suggest to those starting businesses to grow slowly and with caution.