Continuing their Kalos region journey, our heroes spot a beautifully styled Furfrou. Ash isn't sure why it doesn't look like the shaggy one in his Pokédex, and Serena tells him about Pokémon groomers. There's a famous one named Sherman right in town, and Serena and Bonnie would love to meet him!
Just then, an ungroomed Furfrou jumps out of the bushes, knocking Bonnie down! Its Trainer, Jessica, offers to give our heroes a tour of the grooming salon where she works by way of apology. It turns out that even though she's the assistant to the famous Sherman, her Furfrou won't let her style its fur, apparently because the two of them haven't formed a strong bond.
In town, Ash and the others meet Jessally, who claims to be another famous Pokémon groomer, and her assistants. The three of them show off several examples of spectacular Pokémon grooming and offer to groom Pikachu. Ash isn't interested, but Bonnie thinks Serena should get Fennekin groomed. Jessally insists that they come back in about an hour to give her time to work.
Soon after leaving Fennekin with Jessally, our heroes run into Officer Jenny, who shows them a wanted poster of Jessally and her assistants—who are really Team Rocket in disguise! Thanks to Jessica's Furfrou and its amazing nose, Ash and friends track the villains down and send them blasting off again.
Battling together has brought Jessica and Furfrou closer, and when they get back to the salon, she finally gets the chance to trim its fur into a beautiful style, showing off everything she's learned under Sherman! She promises to style Serena's Fennekin someday when she's a famous groomer, and our heroes resume their journey to Lumiose City!
Passing through a quaint town, Ash and his friends encounter a Furfrou. Ash scans the unfamiliar Pokémon with his Pokédex, before remarking that the Furfrou looks different from the image in the Pokédex, and Serena says that the Furfrou must have visited the groomer. She then raves about groomers, and points out a particularly famous groomer called Sherman, wishing to meet him. Bonnie also expresses a desire to see him. All of a sudden, another Furfrou jumps out, which startles Bonnie and causes her to fall over. A woman soon follows, instantly noticing injuries, and apologizes. Bonnie and Dedenne assure her that everything is good before her older brother Clemont patches her up. The woman introduces herself as an apprentice groomer named Jessica, while the group introduce themselves. Bonnie then attempts to propose a marriage between Jessica and Clemont, much to the latter's embarrassment. As they walk along, Jessica talks about her Furfrou, and remarks on their intelligent and sensitive nature as a species. When Bonnie asks if Furfrou does not approve of Jessica as its Trainer, Clemont demands that Bonnie apologize to Jessica. Jessica responds that everything is fine, and after both Serena and Bonnie express their desires to see Furfrou groomed, Jessica decides to bring the group to the grooming salon where she works.
As they arrive at the grooming salon, they realize this was the exact place seen in Serena's guidebook. They enter, and are pleasantly surprised to meet the salon's famous owner, grooming superstar Sherman. He is flattered by the compliments, but admits the title of superstar is an exaggeration. He asks his young apprentice if she has finished walking her Furfrou, and suggests she take the interested group on a tour of the salon. In the grooming room, Jessica elaborates that they groom Furfrou, and reveals that a Furfrou’s health affects the quality of its fur. She explains that nutrition is equally important, pointing out that different Berries assist with this, although Ash becomes overwhelmed at the explanation. Jessica also points out the many shampoos and conditioners on offer, while custom scissors are also used in the grooming process. Sherman then shows the group three more Furfrou with different trim styles, and Serena is fascinated by each one. Jessica remarks that she hopes to one day style her own Furfrou, to which Sherman comments that it will happen in due time. Sherman asks the group if this is their first time in town, and asks Jessica to show them around town while she is still on her lunch break.
While they are walking around town, Team Rocket, disguised as groomers, attracts the attention of the group after seeing Pikachu. Jessie poses as successful beauty and grooming expert "Jessally" before whisking Jessica and the others inside for a fashion show with Jessie's Wobbuffet. While Ash shows no interest in grooming, Serena decides to have her Fennekin to be groomed. James pushes Ash and his friends outside, promising that Jessally works in private and will be finished in an hour. Serena wishes she could watch her Fennekin being groomed, but leaves Jessally to work her magic. Meanwhile, the group encounter an Officer Jenny at a local park. Serena thanks her for her help back at Odyssey Village, which Officer Jenny then reveals that that is her second cousin, and that there are multiple Officer Jennies in Kalos. Serena comments on how there are a lot of them, and Ash says that he knew it all along. Officer Jenny then asks them if they have run into a group of con artists who disguise themselves as famous groomers, and run off with any Pokemon given to them. She reveals their faces on the community notice board, and describes them. Just then, Ash and Serena realize that those were the groomers they just encountered.
The group, along with Officer Jenny, return to the salon. The place, when they arrive, however, is empty. Officer Jenny asks if this was the location they were in, which the group confirms. Just then, Furfrou begins sniffing the floor, and runs off. It makes its way to Team Rocket, who have taken Fennekin hostage in a bag full of Poké Balls. The group then confronts Team Rocket, who cannot help but to reveal themselves and recite their motto. Officer Jenny calls out her Manectric and Ash chooses Pikachu to battle Team Rocket. Inkay manages to confuse Manectric with its Psybeam, forcing Jenny to recall it. Inkay then blinds Pikachu with its ink. Clemont decides to step in, but Ash is confident that Pikachu can continue on. Ash gives Pikachu clear commands, and Pikachu manages to dodge an oncoming Psybeam. He fires off a Thunderbolt, and leaps upwards and behind to evade it after Wobbuffet steps in with Mirror Coat. Pikachu tries an Iron Tail, but Wobbuffet narrowly escapes the blow. Ash orders another Thunderbolt, which Wobbuffet uses Mirror Coat to reflect the attack back, However, Pikachu leaps away and the attack instead hits Inkay. The rest of the group is amazed at the strong bond between Ash and Pikachu, and just then Jessica realizes how she can get Furfrou to trust her. Meanwhile, however, Jessie traps Furfrou in an electrified cage, which Jessica tries to break. She soon grabs a stick and manages to destroy the device. Furfrou then finishes off Team Rocket with Charge Beam, and Serena receives her Fennekin back. Officer Jenny then grabs the bag of Poké Balls, and prepares to return them to their rightful owners.
Back at the grooming salon, Jessica now proceeds to trim Furfrou, who happily obliges, with Sherman and the group watching. As she finishes, the group admires the newly groomed Furfrou, now sporting a Heart Trim. As the day closes, the group parts with Jessica and Sherman, and Serena asks Jessica to groom her Fennekin one day when she becomes a star groomer, which Jessica says she will. As the group is moving along, Serena mentions to herself that it must be great to have one thing to love to do. Ash then asks what she was saying, but Serena just denies that she said anything and the two excitedly dash towards Lumiose City, while Clemont and Bonnie exchange worried looks.