Après avoir construit sa clientèle grâce aux réseaux sociaux, Mehdi a ouvert son salon haut de gamme Di-Me dans la très chic rue Française à Paris. Il nous explique comment les soins profonds sont incontournables dans sa carte de services pour magnifier ses célèbres balayages, attirant une clientèle issue du monde entier.
Depuis octobre dernier, Mehdi Kenwell fait voyager ses clientes dans son nouveau salon Di-Me rue Française à Paris. Tout d’abord, parce qu’elles viennent du monde entier, attirées par son magnifique travail qu’il affiche sur les réseaux sociaux. Mais aussi, parce qu’elles se retrouvent dépaysées au sein d’un salon inspiré par la culture grecque.
Un parcours international
Avant de lancer son propre salon, Mehdi a complété son brevet professionnel par des formations pointues de balayage aux États-Unis. Il a travaillé à Genève, mais aussi chez Christophe Robin à Paris. Sa clientèle, il l’a développée sur les réseaux sociaux et dans les espaces de coworking.
Dans son salon Di-Me, il s’est entouré des meilleurs. Deux collaborateurs : un expert coupeur et une assistante de choc pour les soins et les patines. Il accueille entre trois à quatre clientes par jour pour des prestations de quatre à cinq heures. Dans ses prestations, il a inclus deux soins profonds, indispensables pour garantir à ses clientes les mêmes résultats qui cartonnent sur ses réseaux sociaux.
Qu’est-ce qu’un soin profond ?
Une question de base que nous avons posée à Mehdi pour clarifier le sujet. Sa réponse : « Un soin profond est un traitement qui pénètre en profondeur dans les cheveux, ultra-hydratant et ultra-réparateur, qui ne peut être pratiqué qu’en salon. Il comprend un diagnostic, un protocole de produits exclusivement professionnels et enfin une gestuelle spécifique. »
Quels tarifs proposés chez Di-Me ?
Mehdi, en cohérence avec son positionnement haut de gamme, ne travaille qu’avec un nombre réduit de marques luxueuses, toutes véganes, dont notamment Oribe pour les routines à la maison. Pour les soins profonds, il en propose deux qui durent en moyenne deux heures avec le coiffage.
Le premier, facturé à partir de 150 euros (forfait shampooing et brushing compris), utilise les produits Tokio Inkarami. Mehdi le conseille après le service de coloration pour restructurer et réhydrater le cheveu. Le second, un soin SOS de la marque brésilienne Truss, permet de réparer et préparer le cheveu à recevoir le balayage. Il est facturé 190 euros. « On est dans un espace cocooning. La lumière est tamisée et le soin comprend un massage de 15 minutes », précise notre expert.
Comment proposer et vendre un soin profond ?
Mehdi nous explique son fonctionnement : « La nécessité d’un soin profond est déterminée en amont lors des consultations que je réalise moi-même. Ces consultations sont déductibles de la prestation et me permettent de clarifier les choses. Il m’arrive même de refuser un balayage et de proposer une cure pour arriver à l’état souhaité. Je communique beaucoup sur le avant. »
Bien sûr, il arrive que ses clientes viennent en salon seulement pour un soin, notamment après l’été lorsque le cheveu est abîmé. Une relation de confiance bienveillante qui lui attire une clientèle fidèle et satisfaite 🙂
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