134 135 Dessange SDAR 2/3/07 9:29 am Page 2
be dealt with piecemeal, but must be
considered as a whole, as a harmony
between hairstyle, colour, make-up and
skincare.” Central to this concept are
three complementary brands:
Dessange is a luxury brand focused
on quality and creativity and represents
two per cent of the total
styling market.
Dessange salons are
large centres of beauty
Dessange International is pursuing an
located in town centres,
sometimes associated
international expansion plan via Master
with beauty institutes.
Franchising and the extension of the
Dessange has
worked for many years
Camille Albane and Frédéric Moréno
in partnership with
brands, with the aim of becoming a
L’Oréal, which supplies
its professional/
major world player.
technical products.
Lascad, a L’Oréal
subsidiary, exploits the licence for INTERNATIONAL DEVELOPMENT development through its nine training
‘Jacques Dessange Compétence Dessange International has its own centres around the world.”
Professionnelle’ hair care products sold structure dedicated to international Enrico Bregolin, the Italian Master
in hypermarkets. development, and managed by Franchisee, previously worked for the
Camille Albane is a hairstyling, Bernard Sagon. Maletti Group. He has 120 franchises
colouring and make-up brand in the Dessange International is pursuing under Dessange and Camille Albane
mid to top end of the market and an international expansion plan via and is aiming to launch Frédéric
represents three per cent of the Master Franchising and the extension Moréno into the market in the future.
total market. of the Camille Albane and Frédéric “Each distinct brand can rely on the
The Frédéric Moréno Coiffure Moréno brands, with the aim of accumulative expertise of the Dessange
Company was acquired in May 2002 becoming a major world player. group,” Enrico explains. “This means
and has allowed Dessange International Dessange International is present in 45 that there is the technical support you
to significantly increase its market countries, with international sales need to get new staff trained and up to
share in a segment in which it was representing 45 per cent of turnover. speed in a minimum of time but
previously absent: the mid-range The Swiss Master Franchisee ensuring maximum quality. This is
market. Frédéric Moréno salons Franco Fontana previously managed a essential to the salon’s profitability. In
represent three per cent of the market number of salons as a franchisee before brief, the Dessange group offers its
and are designed to build local investing in the Master Franchise in brands strong management support as
customer loyalty through an attractive 2002. He currently operates 22 well as know-how in marketing, brand
pricing policy and made-to- Dessange, six Camille Albane and 10 and salon image.”
measure services. Frédéric Moréno sub-franchised and The management and development
For the last 13 years, Dessange company-owned salons. of Dessange International is now under
International has designed and He says: “Dessange is both a the responsibility of Benjamin
distributed care products for the hair, prestigious and upmarket brand of hair Dessange, Jacques Dessange’s son.
face and body as well as make-up salons. The advantages of this Dessange International will work in
ranges. In 1998 Jacques Dessange business reflect the qualities that very close partnership with its UK and
created an internal products division, distinguish the group from other Ireland partners to set up a flagship
Dessange Paris, and over the years has brands: we are an international hair salon, recruit a training director and set
made considerable investment in its care and aesthetics group that boasts up the training centre, and to facilitate
development. In 2003 Dba SA : three complementary brands with a the distribution of hair treatment and
Division Beauté Accessoires was wide range of products and the training care products to the salons themselves.
created to design, manufacture and commitment to back that up.
distribute products to the network. “Dessange allows for professional
Master Franchisee
applications invited
FURTHER INFORMATION: To enquire online visit:
www.thefm.net/10288
Call: Roy Seaman 01603 620 301
email:
enquiries@fdsltd.com
© 2007 The Franchise Magazine 135
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