“We have passed the milestone of 500 million euros in turnover”

The Provalliance group, which includes the Franck Provost, Jean-Louis David and Saint-Algue brands, will become the world number one in the hairdressing sector, with the opening of more than 200 salons in India in spring 2024. Marc Aublet , CEO of the Provalliance group is the eco guest of franceinfo.

Marc Aublet is the CEO of Provalliance, a name perhaps not necessarily known to the general public, but with fairly emblematic brands such as Franck Provost, Jean-Louis David and Saint-Algues among others.

franceinfo: Every month, nearly a million and a half French people spend more than an hour in your salons and you have just become world number one in your sector.

Marc Aublet: Absolutely. So you mentioned our brands in hairdressing, but we also have brands in the distribution of professional cosmetic products called Bleu Libellule and we also operate the Nyx brand in France. Yes, it’s a very good year. We have passed the 500 million euro milestone. For us, this is a milestone that made us dream of a few years ago. We started a bit last, around thirty years ago and here we are at the top of the world in our profession, hairdressing, which makes us very proud.

You are at more than 508 million euros in turnover, up 6% compared to 2022-2023. What makes it work? Are you specifically gaining market share?

First of all, I think that we have always focused on people and in fact, it is a service profession. It’s not because our name is Franck Provost or Jean-Louis David that we are necessarily very good hairdressers. We spend a lot of time training and recruiting the best hairdressers and training them in all new techniques. Hairdressing is an evolving world, it’s fashion. The human aspect for us is essential and I think we have the best brands, simply because we have the best hairdressers.

Are you able to recruit and also find apprentices to train?

Yes, I admit, it’s a daily match, a bit like the big companies in France who go to the big schools to look for the best students in the promotions. We are taking this approach at the start of the year, to all schools in France to identify and identify the most motivated young people, who will then be able to join the troops and effectively strengthen our salons.

Can you get these people to stay?

Yes, we try. So you know, we’re going to say that this younger generation is a little more unstable, etc. In reality, if your apprentice is only there to make coffee or sweep, obviously, you are not going to give him the love of this profession. The whole challenge is precisely to take them on an adventure which is hairdressing, the adventure of a wonderful profession which will give them the possibility of working all their lives.

Inflation has obviously affected everyone, French people and businesses alike. Have you been affected by this and have you passed it on to your costs or prices?

Yes of course. We were impacted. All the products we use have increased, rents, of course, and salaries.

“We have passed on inflation to prices, roughly between 3 and 5% per year over the last three years.”

Marc Aublet, CEO of Provalliance

at franceinfo

There was a year at 5% and now we are more stable at 3%. We simply try to keep up with inflation so that consumers don’t lose interest in the offer.

Have French people returned to the hairdresser after COVID?

First of all, COVID was a fantastic sounding board for our profession, because we have never been talked about as much as during the confinements. The first aspiration of the French in May 2020, when they regained freedom, was to go to the hairdresser. They returned en masse to the living rooms. The only part of our park that was a little more impacted were the shopping centers which underwent a third confinement in 2021, while all the other salons were open. And so these, their customers have changed their habits a little and we are gradually winning them back month after month.

In your salons, have your customers changed? Are they coming less? Do they consume differently?

The days have actually changed a little. It’s true that COVID has been an accelerator of many things. Teleworking, for example. 50% of teleworking days are Fridays and Friday has become a very big day because people spend less time on public transport. I’m not saying that they come to the hairdresser instead of teleworking, but it gives them a little more oxygen, breathing space in their Friday day to come to the hairdresser at the end of the day. So Friday is a little more important day than before, but Saturday remains the most important day.

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