卡诗男士系列

• Uses hair styling products more frequently

更经常使用造型产品

• Wash their hair more frequently

更经常洗头

• Visit salons more often than women do [Haircut]

比女性更经常到发廊 [剪头发]

Men. 男士

NUMBER 1 concern for women is

wrinkle, followed by weight problems.

女性第一最大忧虑是出现皱纹，

接着是肥胖问题。

*Source Credoc 2006

NUMBER 1 concern for men is hair mass男性第一最大忧虑是保持头发质量

Daily hair care shampoo and leave-in spray

每天使用的家居护理洗发水和免洗产品In-salon treatments

发廊护理

62% of men prefer using products specifically for them

62%的男性希望能使用配制给男士的产品。

A holistic concoction ingredients created to preserve

men’s hair mass

一个全面配制的成分，来维护男士头发的质量

5-Alpha Reductase

男性酶

Hardening of hair follicle

毛囊硬化

Testosterone

睾酮

Hair loss

脱发

Hair loss: men’s greatest woes

脱发: 男士最大忧愁

12

FORTIFY FIBER

加强头发纤维

CERAMIDE & ARGININEEnhance hair substance for stronger

and healthier hair

增强头发物质，使头发更健康

TARGETS HAIR ROOT

针对发根

TAURINE & D-BIOTINE

Fight against hardening of the

collagen around the hair follicle

对抗毛囊周围的胶原蛋白硬化

Home Care: Addressing Dual-Concerns

家居护理：解决双重关注

ANTI-OILINESS

抗油性ANTI-DANDRUFF

抗头皮屑DENSIFYING

增加密度

Preserve men’s hair mass

维护头发质量

Home Care:Proposing to End Consumers

家居护理：推荐给顾客

Scenario 1:

Mr A has an oily scalp and

has been using Kérastase

Bain Divalent for many

years as he finds it

effective for him.

A先生有油性的头皮，并已经

使用了卡诗几年了，因为他

觉得这产品对他有效。

First propose Bain Divalent and then

Bain Capital Force [anti-oiliness] as

a second shampoo. Alternate usage.

首先推荐 Bain Divalent，然后再推荐Bain Capital Force [anti-oiliness]为

第二瓶洗发水。

Home Care:Proposing to End Consumers

家居护理：推荐给顾客

Scenario 2:

Mr B has an oily scalp and

has never bought a

Kérastase product before.

B 先生有油性的头皮，并没

有使用过卡诗的产品。

Propose a set of 2

shampoos, Bain Divalent

and Bain Capital Force [anti-

oiliness]. Alternate usage.

推荐一套两瓶洗发水 Bain

Divalent 和 Bain Capital

Force [anti-oiliness] 。隔日使用。

Home Care:Proposing to End Consumers

家居护理：推荐给顾客

Scenario 3:

Mr C has a healthy scalp

with occasional oiliness.

C 先生有健康的头皮，但偶

尔会有一点油性。

Propose Bain Capital Force [anti-

oiliness] as a daily shampoo

推荐每天使用的洗发水 Bain Capital

Force [anti-oiliness]

The 3 sensorial factors built for MEN:

建立给男士的三个因素:

1. Packaging 包装2. Scent 香味3. Texture 质地

Treatment

护理

1. Energizing Treatment 活力护

2. Capital Force Ritual 威力护理

In-Salon Treatments

发廊护理

1

SOIN LAVANT INTRA FORCE

Intensive Cleanser

深沉洁净霜

Hair mass preservation

维护男士头发的质量

Deep cleansing for the scalp

深沉头皮洁净

ESSENCE INTRA FORCE

Energizing Massage Serum

复兴按摩油

Hair mass preservation

维护男士头发的质量

Exfoliate impurities during massage

在按摩时帮助擦除污秽

2

SYSTEME TAURINE PRO

Energizing Treatment 活力护理

1. 2.

Soin Lavant Intra ForceBain Intra Force Spray Intra Force

3.

Capital Force Ritual 威力护理

Essence Intra Force Soin Lavant Intra Force Spray Intra Force

1. 2. 3.