Kerastase

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.
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
Product System
Step 1: Shampoo (Bain)Step 2: Conditioner or MaskStep 3: Serum or Leave-inAlways recommend full routine, not single product.
Core Ranges Overview
Genesis – Hair fallResistance – Damage repairNutritive – Dry hairDiscipline – Frizz controlChroma Absolu – Color protectionSymbiose – DandruffSpecifique – Scalp controlPremiere – Hard water damageChronologiste – Premium anti-aging
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?”
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.”
Consultation Method
Step 1: Ask problemStep 2: Check scalp conditionStep 3: Identify hair textureStep 4: Recommend rangeStep 5: Suggest full routine
Combo Selling Strategy
Never sell only shampoo.Minimum combo:Shampoo + ConditionerBest combo:Shampoo + Mask + SerumTarget bill:₹6000–₹9000 per customer
Usage Education
Teach customer:- Shampoo twice- Conditioner on mid-length- Serum on damp hairExplain:Less quantity needed (concentrated product)
Common Mistakes
- Using too much product- Choosing wrong range- Expecting instant results- Skipping conditioner
Pricing Strategy
Shampoo: ₹2600Conditioner: ₹3000+Mask: ₹3800+Serum: ₹3000–₹5500Position as premium investment, not expense.
Customer Handling
Always:- Speak confidently- Diagnose before suggesting- Educate before sellingAvoid:- Saying “all shampoos same”- Giving random recommendations
Follow-up Strategy
Day 10: Check resultsDay 30: Reorder pushWhatsApp message:“How is your hair after using Kerastase?”
Blac & Pink Positioning
We are not a store. We are consultants.Our strength:- Expert recommendation- Authentic products- Personal guidance
Advanced Selling Lines
“Kerastase works only if correct product is used.”“Let me suggest based on your hair type.”“Wrong product wastes money.”
Objection Handling
Too expensive:→ “You use less quantity, lasts longer”Not sure:→ “Try once, visible difference in 2 weeks”
Cross-Selling
Add:- Hair serum- Hair mask- Supplements (biotin, collagen)Increase ticket size.
Store Practice
Daily:- Learn one product- Practice consultation- Track customer feedback
WhatsApp Selling
Ask customer:- Hair issue- Send photoReply:- Recommend exact range- Share price + combo
Final Rule
Correct diagnosis = repeat customerWrong product = lost customerFocus on:Trust + Results + Follow-up

Kerastase

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