Luxury for Men, Georges V Paris

Since 2009, luxury for men is estimated to represent a world market of 180 billions dollar or so. Its average annual growth rate is 14 %. We wanted to know more about this new market so we asked the temple that is the masculine beauty avenue Georges V, Paris, Marc Delacre's group.

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[/one_third] [two_third] For men, luxury criteria are functionality and reason. Today, we can add to performance, efficiency and power, beauty expectancy and emotion. Luxury is a way for men to bring out their professional record. It is also a way to distinguish oneself, and men expect from a brand or service provider, custom-made answer, a special relationship and an expertise guarantee. To help us understand the intimacy of one of this particular place that quality and prestigious consumers like, we met the man beauty master. Interview. [/two_third] [/row]

LiveCoiffure : What happened to men hairdressing since the diversity of hair salon ?

Marc Delacre : The job was invaded by unisex salons. But the thing is that men and women hair are two different jobs as far as technique is concerned. For men everything lies in the haircut, which requires a great accuracy. For women, hairdressers can be more creative. And as I like to say it, it is rare to meet a fashion designer who is as competent to create a dress as he is to create a uniform!

LC : So, what happened to this traditional technique?

MD : There are still several bastions left, like ours. Even tough we are an exception with our 7OO m2 dedicated to men beauty and our forty person team. Clients who come to our group are searching for trained professionals. So, our beauticians are trained by our suppliers and respect Delacre exclusive protocols. Our institution has been respecting hairdresser for men and barber's traditional work for twenty years now. Scissors cut, sharpened razors are our life ! Our hairdressers pay attention to clients so that they can give them a personalized service : scalp/hair diagnostic, care protocols, haircut technique, scalp massage, hair colouring. Our motto is : efficiency, welcoming and availability !

LC : You choose to provide luxury services while this sector is known to be cheap, why is that ?

MD : First of all, in France, we have to calculate the prices according to a firm hourly wage, and time spent ! You can add to that quality value. When a provided service is not good, it is always too expensive, never the other way around ! Moreover, in the Delacre group, clients pay for hygiene, property, space and place too.

LC : How do you select your staff ?

MD : My motto: being generous and available. Being aware that we can change a person's life, sell happiness! The problem with hairdressers is that they fail to listen to their clients. This profession has a lot of gaps regarding communication. The basis for a good diagnostic is understand a client's expectations, explain to him what we are going to do and why. This makes clients happy and faithful ! Besides, these criteria are part of our quality charter, put in place for the Marc Delacre franchise development. The first place of business opened in Kiev.

LC : Do you have any advice for the men who are still looking for a hair salon ?

MD : To make the right choice, I advice them to find out about the salon organisation and hygiene. There is nothing more dangerous than razor blades used for several clients, there is a mycosis risk. Check out if they respect appointment time and that hairdressers pay attention to their clients' need. If they do all that and at the end they are satisfied... they should be faithful to their hairdresser !

Christine Margossian for LiveCoiffure.com