Strategic brand portfolio of Redken and Matrix in the Hungarian professional hair care market

Békési Luca (2025) Strategic brand portfolio of Redken and Matrix in the Hungarian professional hair care market. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

ABSTRACTThe professional haircare market is one of the most dynamic areas of the beauty industry, shaped by rapid innovation, strong stylist influence, and the growing importance of digital communication. Within this environment, L’Oréal’s Professional Products Division manages several global brands that operate in the same product categories but serve different stylist needs. This thesis examines how two of these brands—Redken and Matrix—are differentiated within the same portfolio, with a particular focus on the Hungarian salon market.The research combined an extensive literature review with two semi-structured interviews conducted with internal experts working with Redken and Matrix in Hungary. The theoretical background relied on concepts such as brand identity, brand equity, portfolio strategy, stylist segmentation, education-based branding, and omnichannel transformation. These frameworks helped interpret how professional brands compete beyond product attributes and instead rely on education, community, and emotional meaning.The findings show that Redken and Matrix coexist successfully because their identities and value propositions are intentionally separated. Redken is positioned as a science-driven, technically advanced brand associated with structured education and professional mastery, while Matrix focuses on creativity, approachability, and community-driven learning. The interviews confirmed that stylists select brands not only based on performance, but also on how much the brand’s personality matches their own professional identity. In the Hungarian market, where many stylists work independently, this identity-based differentiation is particularly important.The research concludes that brand meaning, education, and stylist segmentation are the main mechanisms that prevent cannibalization within L’Oréal’s portfolio. The study also offers recommendations for strengthening educational tracks, digital storytelling, community structures, and localized communication. These insights may support continued portfolio clarity and help the brands adapt to ongoing changes in the professional haircare landscape.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, differentiation, haircare, portfolio strategy, professional market
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:44
Utolsó módosítás:	2026. Júl. 09. 11:44

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