The UK’s most recommended brand: Kerastase

This thing.

It has a net promoter score of 80%. Maybe you don’t believe in net promoter score. Maybe you do and you latch onto it with dear life. If you work for a bank or an airline client or anything remotely around the service industry, you will definitely know and care about the net promoter score (I do and it gives me grey hairs).

If you’re a student and don’t know what it is, you should go and find out yourself before someone asks you to when you start working – you can start with the classic example of how Apple uses it. They found out that when they reach out to unsatisfied customers and try to fix things for them, they go on and buy more products than regular customers. Something to think about. On a need-to-know basis it’s calculated (roughly – and don’t come to me for advanced mathematics) based on the answer to the question ‘How likely are you to recommend this product to someone?’ The main thing to remember is that it doesn’t give any indication of whether someone actually will. These are difficult questions for (some) clients and result in very long, often awkward meetings when things don’t match expectations. Everyone wants to know: do people like me? Do people recommend me to their friends? One needs the other – happy people can just stop buying you one day if they want to try something else or wake up one morning and decide they’re bored of the smell of their shampoo. It’s less likely to happen with brands, but more likely to give a false positive for something like airlines: you like Virgin Atlantic a lot and would recommended, but they don’t fly to wherever you want to take your next holiday. That’s money out of their pockets in the short term when the NPS still looks good. Some say that a good NPS is an indicator of growth, but this isn’t the time or place to talk about why it is/why it isn’t.

So back to our haircare brand. If you want to learn a lot about hair, go to a bald man (sorry Andrew). Seriously – Northern’s blog is chock full of interesting stuff from when he’s worked on ghd and he’s said it much better already:

The gist of it is that it’s full of ‘ta-daa’ moments of miracles in a bottle and that sort of thing, swishes, hair so shiny you need to put on sunglasses (we’d wish). The reality is obviously that shampoos have such similar recipes, it’s hard to use a rubbish shampoo, but it’s down to how you feel your hair looks afterwards. There’s a lot of stuff on hair’s place in culture.

vanityfair:Top London models of the mid-1960s. From left, Jenny Boyd, Jill Kennington, Sue Murray, Celia Hammond, Pattie Boyd, and Tania Mallet. From this completely fascinating look at the making of Antonioni’s Blow-Up.Healthy hanks of perfect hair.© John French.

Then last year Kate Middleton came along, so did Made in Chelsea and other shows (hence the ‘Chelsea blowout’) that made you think a salon blow-dry is a totally realistic, achievable look for the every day.

Chelsea Hair is high maintenance. Long, luscious, manes like this require in-salon treatments (permanent blow-dries to add hair strengthening keratin, and glossing to keep it shiny), plus good quality at-home products – Kerastase is Kate and Rosie’s go-to brand.

Chelsea Hair on Elle

Kate Middleton is a fan of Kerastase Rituals – and these are a very clever thing. Salons are instructed to sell them to clients because they don’t cost a lot more on top of your cut & blow dry – you’re already paying well over £35 if you’re in a salon that uses these products. £5 more won’t hurt you for something that can last you 5-8 washes and takes 5 minutes. Clever, no? But Kerastase is expensive – your regular Dove costs £2-£3 per bottle. Kerastase costs about £13, give or take. The oil is £25 but lasts you a decade (it has competition in the form of Moroccan Oil)

You could argue that the high street is overrun by nail salons, coffee shops and fish pedicures and that sales of beauty products and at-home treatments go up in a recession because people want to look their best (it’s good for getting a job) or declare themselves unhappy with their appearance. But who’d have ever thought 2 haircare brands (Kerastase and Redken) would be in the top 10 most recommended products? Bet you didn’t. Your bank is now jealous.




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