{"id":3019,"date":"2025-09-01T12:03:20","date_gmt":"2025-09-01T10:03:20","guid":{"rendered":"https:\/\/echoscoiffure.be\/ministry-of-beauty-celebre-30-ans-de-savoir-faire-et-annonce-une-nouvelle-etape\/"},"modified":"2026-06-29T14:30:09","modified_gmt":"2026-06-29T12:30:09","slug":"ministry-of-beauty-celebre-30-ans-de-savoir-faire-et-annonce-une-nouvelle-etape","status":"publish","type":"post","link":"https:\/\/echoscoiffure.be\/fr\/ministry-of-beauty-celebre-30-ans-de-savoir-faire-et-annonce-une-nouvelle-etape\/","title":{"rendered":"Ministry of Beauty c\u00e9l\u00e8bre 30 ans de savoir-faire et annonce une nouvelle \u00e9tape"},"content":{"rendered":"\n<p><strong>Il y a trente ans, Nico Niessink fondait avec son cousin l&rsquo;actuelle soci\u00e9t\u00e9 Ministry of Beauty. Alors que de nombreux entrepreneurs envisagent de lever le pied apr\u00e8s une telle p\u00e9riode, Niessink choisit au contraire de passer \u00e0 la vitesse sup\u00e9rieure. \u00ab Nous avons construit des bases solides, et il est maintenant temps de passer \u00e0 la phase suivante, \u00bb explique-t-il.  <\/strong><\/p>\n\n<p>D\u00e8s le d\u00e9but, avec L&rsquo;ANZA, l&rsquo;accent a \u00e9t\u00e9 clairement mis sur le segment haut de gamme, o\u00f9 l&rsquo;exclusivit\u00e9 est primordiale : un salon maximum par localit\u00e9 ou par 15.000 habitants. KIS a \u00e9t\u00e9 lanc\u00e9 dans la foul\u00e9e : une ligne de produits professionnelle haut de gamme comprenant un assortiment complet, des soins aux colorations, \u00e0 des prix comp\u00e9titifs et largement disponible aupr\u00e8s de tous les grossistes aux Pays-Bas. \u00ab Une approche que nous souhaitons \u00e9galement d\u00e9ployer en Belgique dans les ann\u00e9es \u00e0 venir, \u00bb pr\u00e9cise Nico Niessink.  <\/p>\n\n<p><\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1276c518\"><h4 class=\"uagb-heading-text\">Des relations loyales et durables<\/h4><\/div>\n\n<p>Au fil des ans, Niessink a souvent vu des marques adopter une approche exclusive, puis finir par se tourner vers la vente directe aux consommateurs ou la grande distribution. \u00ab Cela sape la valeur que les salons ont construite, explique-t-il. Prenez l&rsquo;exemple de la campagne Dyson : \u00ab\u00a0Achetez directement chez Dyson\u00a0\u00bb. Cela \u00e9quivaut \u00e0 mettre vos partenaires hors-jeu. Nous avons toujours privil\u00e9gi\u00e9 les relations loyales et durables, et nous continuerons \u00e0 le faire. C&rsquo;est pr\u00e9cis\u00e9ment cet \u00e9quilibre entre exclusivit\u00e9 et accessibilit\u00e9 qui fait la force de Ministry of Beauty. L&rsquo;ANZA vient d&rsquo;ailleurs de se doter d&rsquo;une nouvelle identit\u00e9 de marque, tout en restant exclusive. Avec une image raffin\u00e9e et cin\u00e9matographique et un accent renforc\u00e9 sur le bien-\u00eatre et les <em>soins personnels<\/em>, L&rsquo;ANZA se positionne comme une marque boutique qui n&rsquo;est pas seulement destin\u00e9e aux professionnels, mais aussi con\u00e7ue par eux. Les produits, \u00e9labor\u00e9s \u00e0 partir d\u2019ingr\u00e9dients de la plus haute qualit\u00e9, s\u2019int\u00e8grent parfaitement dans un salon haut de gamme gr\u00e2ce \u00e0 leur nouveau look. KIS, en revanche, a d\u00e9lib\u00e9r\u00e9ment opt\u00e9 pour une large diffusion, avec la meilleure qualit\u00e9 \u00e0 un prix \u00e9quitable. Deux marques, chacune avec sa propre identit\u00e9 et sa propre strat\u00e9gie, mais toutes deux tout aussi bien pens\u00e9es. \u00bb          <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-81e3bde9\"><h4 class=\"uagb-heading-text\">Pas de demi-mesure<\/h4><\/div>\n\n<p>\u00ab Au cours des derni\u00e8res d\u00e9cennies, nous avons refus\u00e9 de nombreuses demandes de distribution, poursuit Nico Niessink. Non pas parce qu&rsquo;elles n&rsquo;\u00e9taient pas int\u00e9ressantes, mais parce que nous pensons qu&rsquo;il est essentiel de rester concentr\u00e9. On ne peut pas faire dix choses \u00e0 moiti\u00e9. C&rsquo;est pr\u00e9cis\u00e9ment cette conviction qui rend si particuli\u00e8re la d\u00e9cision de confier \u00e0 Ministry of Beauty la distribution de John Paul Mitchell Systems au Benelux \u00e0 compter du 1er octobre 2025. Nous pensons que Paul Mitchell m\u00e9rite une position plus forte au Benelux. La marque, pourtant mondialement r\u00e9put\u00e9e dans le domaine des soins capillaires professionnels, reste en effet sous-exploit\u00e9e dans notre r\u00e9gion. Mais une telle d\u00e9marche exige beaucoup : un nouveau centre logistique, notre propre studio de formation et l&rsquo;\u00e9largissement de notre \u00e9quipe avec des professionnels exp\u00e9riment\u00e9s. Nous sommes d\u00e9sormais pr\u00eats. Avec Paul Mitchell, nous nous adressons aux coiffeurs ambitieux qui souhaitent investir en eux-m\u00eames. La formation, la technique et le d\u00e9veloppement personnel sont au c\u0153ur de nos pr\u00e9occupations. Notre premi\u00e8re \u00e9tape consiste donc \u00e0 cartographier notre client\u00e8le actuelle, afin de pouvoir approcher activement le march\u00e9 l&rsquo;ann\u00e9e prochaine. \u00bb <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1d68a3f8\"><h4 class=\"uagb-heading-text\">Le bon moment<\/h4><\/div>\n\n<p>Outre l&rsquo;aspect strat\u00e9gique, la collaboration avec Paul Mitchell rev\u00eat \u00e9galement une <em>touche<\/em> personnelle. \u00ab Il y a trente ans, mon ancien sup\u00e9rieur chez Goldwell Allemagne m&rsquo;a demand\u00e9 si nous souhaitions distribuer Paul Mitchell dans le Benelux. \u00c0 l&rsquo;\u00e9poque, nous venions de signer avec L&rsquo;ANZA, ce n&rsquo;\u00e9tait donc pas le bon moment. Aujourd&rsquo;hui, son fils est \u00e0 la t\u00eate de Paul Mitchell Europe, tandis que mon fils a effectu\u00e9 un stage au si\u00e8ge social \u00e0 Los Angeles. Nous sommes toujours rest\u00e9s en contact. Nous partageons une vision \u00e0 long terme, ax\u00e9e sur le d\u00e9veloppement durable de la marque. Ne pas viser des profits rapides, mais \u0153uvrer \u00e0 une confiance et une qualit\u00e9 qui se construisent au fil du temps. Cette vision correspond parfaitement \u00e0 Ministry of Beauty. \u00bb      <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-db57c60e\"><h4 class=\"uagb-heading-text\">Des choix strat\u00e9giques<\/h4><\/div>\n\n<p>La direction commerciale de Paul Mitchell sera confi\u00e9e \u00e0 <strong>Levi Groenberg<\/strong>, fils du vendeur avec lequel <strong>Nico Niessink<\/strong> s&rsquo;\u00e9tait lanc\u00e9 dans l&rsquo;aventure \u00e0 l&rsquo;\u00e9poque, tandis que son ancien voisin Nick Eelhart sera responsable de KIS. En novembre, <strong>Christiaan Lataster<\/strong> rejoindra la direction. Il \u00e9tait auparavant directeur chez Goldwell Suisse, mais a commenc\u00e9 sa carri\u00e8re&#8230; en tant que vendeur chez L&rsquo;ANZA aux Pays-Bas. Avec le directeur financier <strong>Harmen Stroeve<\/strong>, il sera responsable en dernier ressort de toutes les marques au sein de Ministry of Beauty. \u00ab Ces renforcements et ces choix strat\u00e9giques constituent une base solide pour l&rsquo;avenir de Ministry of Beauty, assure Nico Niessink. Tout semble s&rsquo;imbriquer parfaitement, comme les pi\u00e8ces d&rsquo;un puzzle. Le moment est venu de passer progressivement le relais \u00e0 une \u00e9quipe qui, comme moi, voue une passion au secteur de la coiffure. Nous \u00e9voluons dans un march\u00e9 o\u00f9 le court terme et les bonus d\u00e9terminent de plus en plus la r\u00e9flexion. Mais ce n&rsquo;est pas notre ligne de conduite. Nous privil\u00e9gions la patience, l&rsquo;int\u00e9grit\u00e9 et le principe selon lequel il faut traiter ses clients comme on aimerait \u00eatre trait\u00e9 soi-m\u00eame. C&rsquo;est et cela restera la cl\u00e9 d&rsquo;un succ\u00e8s durable. \u00bb On le voit, rester fid\u00e8le \u00e0 ses valeurs et au m\u00e9tier de coiffeur reste indubitablement la priorit\u00e9 absolue de Nico Niessink. Une recette gagnante !       <\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"683\" height=\"1024\" data-src=\"https:\/\/echoscoiffure.be\/wp-content\/uploads\/2025\/09\/STORIES_141_Ministry-of-Beauty-02-683x1024.jpg\" alt=\"STORIES_141_Ministry of Beauty 02\" class=\"wp-image-2609 lazyload\" data-srcset=\"https:\/\/echoscoiffure.be\/wp-content\/uploads\/2025\/09\/STORIES_141_Ministry-of-Beauty-02-683x1024.jpg 683w, https:\/\/echoscoiffure.be\/wp-content\/uploads\/2025\/09\/STORIES_141_Ministry-of-Beauty-02-200x300.jpg 200w, https:\/\/echoscoiffure.be\/wp-content\/uploads\/2025\/09\/STORIES_141_Ministry-of-Beauty-02-768x1152.jpg 768w, https:\/\/echoscoiffure.be\/wp-content\/uploads\/2025\/09\/STORIES_141_Ministry-of-Beauty-02.jpg 800w\" data-sizes=\"(max-width: 683px) 100vw, 683px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 683px; --smush-placeholder-aspect-ratio: 683\/1024;\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Il y a trente ans, Nico Niessink fondait avec son cousin l&rsquo;actuelle soci\u00e9t\u00e9 Ministry of Beauty. Alors que de nombreux entrepreneurs envisagent de lever le pied apr\u00e8s une telle p\u00e9riode, Niessink choisit au contraire de passer \u00e0 la vitesse sup\u00e9rieure. \u00ab Nous avons construit des bases solides, et il est maintenant temps de passer \u00e0 la phase suivante, \u00bb explique-t-il.  <\/p>\n","protected":false},"author":3,"featured_media":3018,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Potuznik","author_link":"https:\/\/echoscoiffure.be\/fr\/author\/milan\/"},"uagb_comment_info":0,"uagb_excerpt":"Il y a trente ans, Nico Niessink fondait avec son cousin l'actuelle soci\u00e9t\u00e9 Ministry of Beauty. Alors que de nombreux entrepreneurs envisagent de lever le pied apr\u00e8s une telle p\u00e9riode, Niessink choisit au contraire de passer \u00e0 la vitesse sup\u00e9rieure. \u00ab Nous avons construit des bases solides, et il est maintenant temps de passer \u00e0\u2026","_links":{"self":[{"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/posts\/3019","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/comments?post=3019"}],"version-history":[{"count":1,"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/posts\/3019\/revisions"}],"predecessor-version":[{"id":3020,"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/posts\/3019\/revisions\/3020"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/media\/3018"}],"wp:attachment":[{"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/media?parent=3019"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/categories?post=3019"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/echoscoiffure.be\/fr\/wp-json\/wp\/v2\/tags?post=3019"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}