Kerastase — Kerastase

KERASTASE STAFF TRAINING MANUAL – BLAC & PINK 1. Brand Philosophy Kerastase is a luxury, diagnosis-based haircare system. Each product is designed to solve a specific scalp or hair concern. Unlike mass shampoos, Kerastase requires correct consultation and consistent usage.Key principle:Right product + right routine = visible results in 2–3 weeks.Wrong product = customer dissatisfaction. 2. Understanding Indian Hair Indian hair commonly faces:- Oily scalp with dry ends- Frizz due to humidity- Hair fall due to stress, diet, water quality- Damage from heat styling and chemical treatmentsChennai-specific insights:- High humidity → frizz control products sell well- Hard water → Premiere range is highly relevant 3. Product System Step 1: Shampoo (Bain)Step 2: Conditioner or MaskStep 3: Serum or Leave-inAlways recommend full routine, not single product. 4. Core Ranges Overview Genesis – Hair fallResistance – Damage repairNutritive – Dry hairDiscipline – Frizz controlChroma Absolu – Color protectionSymbiose – DandruffSpecifique – Scalp controlPremiere – Hard water damageChronologiste – Premium anti-aging 5. Deep Product Knowledge – Genesis Used for hair fall due to breakage.Two types:Hydra – oily scalpNutri – dry scalpSales tip:Ask: “Is your scalp oily or dry?” 6. Deep Product Knowledge – Discipline Controls frizz and smoothens hair.Best for Chennai weather.Sales tip:Say: “No need for keratin treatment, this gives smooth finish naturally.” 7. Consultation Method Step 1: Ask problemStep 2: Check scalp conditionStep 3: Identify hair textureStep 4: Recommend rangeStep 5: Suggest full routine 8. Combo Selling Strategy Never sell only shampoo.Minimum combo:Shampoo + ConditionerBest combo:Shampoo + Mask + SerumTarget bill:₹6000–₹9000 per customer 9. Usage Education Teach customer:- Shampoo twice- Conditioner on mid-length- Serum on damp hairExplain:Less quantity needed (concentrated product) 10. Common Mistakes - Using too much product- Choosing wrong range- Expecting instant results- Skipping conditioner 11. Pricing Strategy Shampoo: ₹2600Conditioner: ₹3000+Mask: ₹3800+Serum: ₹3000–₹5500Position as premium investment, not expense. 12. Customer Handling Always:- Speak confidently- Diagnose before suggesting- Educate before sellingAvoid:- Saying “all shampoos same”- Giving random recommendations 13. Follow-up Strategy Day 10: Check resultsDay 30: Reorder pushWhatsApp message:“How is your hair after using Kerastase?” 14. Blac & Pink Positioning We are not a store. We are consultants.Our strength:- Expert recommendation- Authentic products- Personal guidance 15. Advanced Selling Lines “Kerastase works only if correct product is used.”“Let me suggest based on your hair type.”“Wrong product wastes money.” 16. Objection Handling Too expensive:→ “You use less quantity, lasts longer”Not sure:→ “Try once, visible difference in 2 weeks” 17. Cross-Selling Add:- Hair serum- Hair mask- Supplements (biotin, collagen)Increase ticket size. 18. Store Practice Daily:- Learn one product- Practice consultation- Track customer feedback 19. WhatsApp Selling Ask customer:- Hair issue- Send photoReply:- Recommend exact range- Share price + combo 20. Final Rule Correct diagnosis = repeat customerWrong product = lost customerFocus on:Trust + Results + Follow-up