The Prague Post http://www.aaaradiotaxi.cz/index.php?xSET=lang&xLANG=2
December 5th, 2008
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10 questions

with Paul Masselink

Never a bad hair day: Schwarzkopf professional products head for the Czech Republic Paul Masselink wants to see more Czech style icons.
By Frantisek Bouc



While he does know a lot about hair-care products, Schwarzkopf Professional's Paul Masselink won't offer up any jokes about blondes. Instead the country manager for one of Europe's best-known brands of hair products waxes philosophical on Czech passions and style icons, and why the Czech Republic needs its own David Beckham.

Your company's motto reads "Passion for Hair." How passionate are Czechs about their hair?

I have learned that Czechs are very passionate people, if you know how to reach them. The way the Czechs handle fashion in general and hairdressing in particular differs very much. On one side there are an increasing number of consumers for whom being fashionable is a part of their life. On the other, there is a large group of consumers for whom a hairdresser is only someone who cuts their hair.

However, passion is not about spending money, but about living it from the heart. So, in this way, I think that there are more passionate people in the Czech Republic than the economic figures indicate at first glance.

• For years, most Czechs were not so fashion conscious. That has changed over the past few years. Do you sense a business opportunity in this trend?

Absolutely. The market for hairstyling and coloration products is not growing strongly, but a big shift is noticeable. As hairstyling follows fashion in clothing and lifestyle, we can see still-shorter life cycles for our products. The Czech market is also following this rule, due to increasing globalization via the Internet, mobile communication, programs like MTV and cheaper traveling. This all increases the global trend awareness. So our opportunity lies within strong and quick innovation.

• How can you motivate Czechs, particularly men, to become more creative with their hair? I mean in terms of style icons — we have Karel Gott instead of David Beckham.

It is correct that hairstyles are very strongly affected by local heroes or international pop stars. There was a period when Madonna and Britney Spears for example very strongly influenced ladies hair fashions.

Don't underestimate Czech icons like Leos Mares, Roman Sebrle or Pavel Nedved. However, it is true there could be more style icons. I think it is somewhat due to the fact that Czech people do not easily step into the spotlight and say they are great. There is a big potential for newly emerging stars in sports and TV to fill in this gap. If you compare the enormous fame Czech ice hockey players have and how they exploit their identity, then there is a lot to learn from people like David Beckham or Robbie Williams. They exploit themselves as a brand.

• In contrast to other industries, the target for Schwarzkopf's production — people's hair — has never changed. How do you have to grow in the future?

PAUL MASSELINK

• Job title: Country Manager Czech Republic and Slovakia, Schwarzkopf Professional hair cosmetics firm (division of Henkel CR)

• Age: 39

• Nationality: Dutch

• Previous job: Sales director, Benelux region, Schwarzkopf Professional

• Education: MBA in economics

• Family: Married, two daughters
Hairdressing is actually one of the oldest professions, because the cutting of hair or the shaving of beards has developed over centuries. Our industry really came alive when cutting hair became a fashion statement.

Everything possible related to hair has already been invented, so trends are not in new techniques of coloring, cutting or forming, but innovation. Sometimes people say that the possibility exists to invent a product that cuts hair without scissors, but in my opinion this is not an innovation, as the fashion aspect is then totally gone. In this thinking the best innovation would be a product that stops hair from growing.

• Although Czech buyers are usually considered price sensitive, fashion is usually more accessible to people with higher incomes. How is this reflected in Schwarzkopf's marketing?

It would be dangerous to focus only on the top segment and so become unreachable for the masses. On the other hand, it is almost a cosmetic law that you have to be positioned high to be interesting. I call this the wanna-be factor. So our positioning is on the medium and top mass market. This is reflected in a competitive price strategy with high-end services and image positioning.

• You have a line of professional products that are available only at hair salons in this country. How difficult is it for a cosmetics company to push its products at particular salons?

The hairdresser is not a salesman and this handicaps us in our sales. On the other hand, he or she is a person who is very much trusted by the consumer. The worst thing you could do is to create a push and the hairdresser will be left with a lot of stock. We deliver services to the hairdresser to organize sales at the salon, to communicate with the consumer and to set up promotions at the local level.

• Dogs are very popular pets in this country. What do you think about developing dog cosmetics?

I have a dog and only for the dog's sake, I have not — and will not — consider this!

• Speaking of animals, how would you compare Czechs with the rest of Europe on the issue of animal testing for cosmetics?

As a matter of fact, companies who emphasize that they do not test on animals are saying a half-truth. It is forbidden under European legislation to use animal testing for cosmetic reasons. As it is natural behavior for us not to test on animals, we don't claim it, but this is the same for every cosmetics brand. So there is no difference in this behavior among international cosmetic suppliers.

• Who is the best looking Czech in terms of hairstyle?

You cannot say that someone is the best looking just because of the hairstyle. [However,] I did meet [pop singer] Leos Mares last year and he made a great impression on me. He's doing a lot of good things for us in terms of hairstyling.

Furthermore I have great respect for Tereza Maxova. She has an enormous career [as a model] as well as big earnings especially in Western countries. Nevertheless, she has never forgotten her Czech roots and now she is fundraising for orphans here. She seems like a good businesswoman to me, but above all she has good looks and style.

• Do you have any favorite blonde jokes?

My wife is a true blonde, so I have to keep silent now!

Want your top manager to answer our 10 Questions? Send a message to Frantisek Bouc at fbouc@praguepost.com




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