DESSANGE CEO: about the showroom in Ashgabat and brand prospects

November 01, 2019 | 11:05 |2548

The beauty salon of the French luxury brand DESSANGE in Ashgabat is a place of pilgrimage for Turkmen fashionistas, admired by the quality of services and the amazing results of the work of the masters. Until now, a grand opening of the salon is still heard. The highest quality mark was the presentation of the DESSANGE Ashgabat Award for the Best Opening of 2019. "Opening is not only a show and a party,” says the owner of the brand in Turkmenistan, Victoria Kulieva. - This is the whole long process that we went through with DESSANGE from the beginning till today. These days, the DESSANGE salon is undergoing one of the main inspections - the reception of the chairman of the brand’s board, Emmanuel Gasnot. He told ORIENT about the main principles of DESSANGE and what prospects he has on the Turkmenistan market. - Do you visit every salon in the world that opens under the DESSANGE brand? - Nearly. I try to do my best for this. It is not easy. We have opened showrooms in more than 40 countries. Every year we open from 5 to 10 salons. I do my best to visit each of them. And today I can say that I know them all. DESSANGE all over the world is not just salons, it is whole beauty institutes, which for their clients are an indisputable reference point in the world of French luxury. The magic of DESSANGE is in its naturalness. It was here that a new cutting technique was created and patented, which is adapted to the structure of the client’s hair and allows you to create images from classic to trendy. - What is interesting about the salon in Ashgabat? - Firstly, the fact that the brand was not represented in Turkmenistan before. We want to be everywhere, but with the right partner. DESSANGE always focuses not on quantity, but on quality. And to be honest, we did not choose Turkmenistan - Turkmenistan chose us. Victoria and Nikolai came to us with a wonderful project. They are in love with the brand. And we concluded that we can create something special together. So we got the perfect partner. Partnership with DESSANGE is not an easy job that the salon in Ashgabat performs at the highest level. Masters own unique haircuts, styling and hair coloring techniques. It offers clients not only exclusive hairdressing services, but also hair restoration with special products DESSANGE and PHYTODESS, relaxing or therapeutic SPA procedures. The salon adheres to the motto: "The star of the salon is a client, not a hairdresser." Coming to DESSANGE, you can safely trust the professionals. Under the franchise agreement, twice a year, masters undergo training from DESSANGE specialists to keep abreast of the latest trends and master all the subtleties of professional ethics. Once a year, the Ashgabat hosts the French team. Another time, the Turkmen team is leaving for Paris. Having become part of the French brand, hairdressers and stylists become part of an ever-improving family. - You probably saw the debut show. How do you feel about the collaboration of Turkmen traditional clothing and French chic? - It was awesome. Unfortunately, I could not come. But I saw articles, videos and photos of the show on the Internet. And my team was present at it, they sent me a lot of information and pictures. It was amazing, I was impressed. Mixing DESSANGE style with ethnographic motifs ... It was a perfect combination. I was impressed. And most of all I was struck by two things. First of all, the ladies were so beautiful! And this was a big challenge for us. Because we are used to positioning ourselves like this: "We like to show the beauty of women." But here I do not know what else we could do. Because all women are already so beautiful! And another very important thing that surprised me was the style. I asked the team: “Are you sure there is no one from my academy helping the team work?” And they answered: "No, no, we did everything ourselves." And they really did it! It was a very big job. They did it. And everything was amazing. It's great. In the world of DESSANGE, we present awards in various categories. And we do not give them out just like that - they need to be earned. And DESSANGE in Ashgabat in 2019 won the award for outstanding achievements - "For the best opening of the year." This salon is amazing, as you can see. I used to see this only in the photo. But to see in reality is another. This salon respects the brand, consistent with the DESSANGE concept. And we are proud of it. It's fine. - How do you manage to make DESSANGE salons successful in every country in which you work? - This, I think, is the unique ability of DESSANGE. This year we celebrate the 65th anniversary of the brand. And I think we should provide specific concepts of excellence. We should be able to present it around the world. And, as I said, we are not focused on quantity, we are only looking for quality. There are only 380 DESSANGE stores in the world. 190 in France and 190 in other countries. We know what is being done in everyone. We have the best partners, we do our best for development and open our salon in a country in which, we are sure, our concept will be respected 100%. DESSANGE, one can say, is habitually ahead of time, constantly introducing innovations into the hairdressing world, which will soon become an integral classic. Such fashionable “bombs” at one time were the babette hairstyle, California highlighting, balayazh, PHYTODESS comprehensive facial and body care program, based on the use of natural components, showing hairstyles, which will then become the dream of all hairdressers called Show Prestige. But the most important thing in DESSANGE is the embodiment of the concept of “global beauty”. It consists in a comprehensive approach to creating a female image, providing each woman with the opportunity to simultaneously receive relaxing, therapeutic SPA procedures, hairdressing services, color, makeup, and caring for hands, feet and body in one salon.

* * *