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Jean-Claude Biguine and Wella Enter Into Global Partnership

The agreement involves joint technical, creative and educational approaches.

PARIS — Jean-Claude Biguine and Wella have inked a global agreement.

“The partnership will provide joint technical, creative and educational approaches that will support the expert Biguine professionals while offering unprecedented levels of service to their clients,” the companies said in a statement.

The premium French salon chain had for the last 30 years been partnered exclusively with L’Oréal.

As part of the new agreement, Wella, the salon professional unit of Procter & Gamble Co., becomes the main external educator for Biguine hairdressers, both on staff and franchised, giving personalized assistance – including technical education, product knowledge and business support – to each salon.

Wella and Jean-Claude Biguine will together create content for the semi-annual trend release, called Collections Jean-Claude Biguine.

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“I was convinced by the commitment of Wella, the high quality of their products, their artistic creativity and their willingness to develop a comprehensive partnership to further develop our franchise and the Biguine Worldwide Academy,” stated Biguine, the chain’s founder and chief executive officer.

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The academy is a project due to launch soon in France under the deal that allows all Biguine salons to benefit from network support, such as online technical training, some Biguine branding, subscriptions to Biguine television and coverage in the brand’s magazine. There will be no fee for this, and independent salons can maintain their identity and branding after taking part.

Jean-Claude Biguine salons will implement customization of color services via Wella’s Couture Color program and highly personalized hair care through the new System Professional line, which has proprietary technology and service called EnergyCode Mapping.

Wella has also recently introduced an education and consulting service, the Activate Your Salon program, through which its salon partners can receive an individual “salon health check” and action plan.

Jean-Claude Biguine, which was begun in 1982, has 280 owned and franchised salons and spas in 10 countries, including France, the U.S., Italy, Belgium, India and Japan. The company runs three technical academies with more than 1,700 employees.

Wella serves 180,000 salons with more than 2 million clients a day in more than 100 countries.

As reported, Wella is among the 43 P&G beauty brands that Coty Inc. purchased for $12.5 billion earlier this year. That deal is expected close in the second half of 2016.