Provost observes that many Chinese women favor perms, which are not popular in Europe.

'Perms can badly damage the hair condition if the stylist does not handle them skillfully and communicate well with the client. The end result could be as less pleasing than expected,' he said.

Plus, many European women have naturally wavy, textured hair that easily holds hairstyles. Asian hair, however, is usually soft, thin and less textured, leading women to seek perms to give their hair more volume and ability to hold styles.

Franck Provost is a brand created by Franck Provost 30 years ago in Paris. Provost is passionate about his work as he says a person's elegance often begins with their hairstyle.

'My motto for hairstyling is feminine and easy. I want to create an easy-to-wear hairstyle for all my customers. I want them to feel beautiful and at ease. My belief is that good hairstyle can bring out everyone's personality and beauty,' he said.

Provost has 800 salons in 30 countries and regions, annually cutting, dying, perming, etc for more than 7 million customers.

The brand recently entered the Chinese market with one branch in Beijing and one in Shanghai.

The elegant and modern salon on Shaanxi Road S. will put you at ease.

'A thorough consultation with a hair specialist is essential before a hairstyle change, so that both stylist and client are absolutely clear about the reality of their expectations,' said Lain Gui, creative and training director with Franck Provost China.

Professional stylists work with you individually to choose a style and color that not only fits your appearance but also your personality and lifestyle.

(Shanghai Daily September 10, 2008)