Si vous êtes sur Instagram, vous n’avez pas pu passer à côté de l’influenceuse mode et beauté Negin Mirsalehi, qui compte plus de 6,9 millions de followers à son actif. Célèbre pour ses looks et sa véritable chevelure de sirène, elle a lancé en 2015 sa propre marque de produits capillaires : Gisou. Depuis sa création, la marque cartonne et poursuit sa croissance à l’échelle planétaire. Retour sur cette success story !
L’histoire de Gisou
Gisou, c’est avant tout une histoire de famille puisque la marque est née des professions respectives des parents de Negin : l’apiculture et la coiffure.
Plus qu’une vocation, l’apiculture a toujours été une véritable passion pour les Mirsalehi, transmise sur 6 générations. Lorsque le père de Negin est arrivé aux Pays-Bas en 1985, il a décidé de créer son propre jardin d’abeilles à Almere, une petite ville située à côté d’Amsterdam. Les abeilles ont donc bercé l’enfance de l’influenceuse qui s’est à son tour passionnée pour ces dernières. Si les Mirsalehi consommaient le miel comme édulcorant naturel, ils ont également toujours cru au pouvoir médicinal de ce dernier.
En l’occurence, la mère de Negin s’est vite rendu compte que les propriétés hydratantes et nourrissantes du miel, pouvaient faire des miracles sur les cheveux. N’étant pas satisfaite des produits capillaires disponibles sur le marché aux Pays-Bas, elle s’est mise à élaborer ses propres produits capillaires en utilisant le miel de leur jardin d’abeilles. Vous l’aurez sûrement compris, le miel des Mirsalehi deviendra plus tard, l’ingrédient signature de Gisou, la marque de Negin.
En effet, après plusieurs années d’expériences et de mélanges, la mère de Negin a réussi à élaborer la formule parfaite de soins capillaires infusés au miel. Cette huile capillaire muti-usages a par la suite été utilisée pendant des années par les Mirsalehi et plus particulièrement Negin.
En 2010, Negin a décidé de se lancer sur Internet afin de partager ses conseils mode et beauté sur son blog et ses réseaux sociaux. Plus elle recevait de questions sur ses cheveux, plus elle avait envie de partager le pouvoir de l’huile capillaire de sa mère à sa communauté. C’est finalement en 2015, qu’elle a décidé de révéler son secret en lançant sa marque : Gisou.
La gamme de produits Gisou
La marque place le bien-être des abeilles au cœur de ses préoccupations c’est pourquoi, les ingrédients clés des produits comme le miel et le propolis, sont uniquement récoltés en cas d’excédent et quand le moment est approprié. Les cycles de production de la marque sont donc synchronisés avec la saison des récoltes de différents ingrédients.
Si tout a commencé avec l’huile capillaire infusée au miel, Gisou a au cours des années diversifié sa gamme de produits pour pouvoir proposer de véritables routines beauté. La marque propose actuellement une gamme capillaire ainsi qu’une gamme pour le visage.
La gamme capillaire comprend : l’huile capillaire originale, un spray protecteur de chaleur, un spray stylisant, un primer, un shampoing, un après-shampoing, un masque, un leave-in conditioner, un parfum pour les cheveux ainsi qu’un boucleur. La gamme soin visage quant à elle est composée d’une huile pour la peau et d’une huile pour les lèvres.
La majorité des produits sont disponibles en grands formats ainsi qu’en miniatures pour pouvoir emporter ses produits partout avec soi. De plus, la marque fait de ses produits de véritables objets de décoration en misant sur des packagings à la fois épurés et très girly, le combo idéal pour être parfaitement instagrammable.
Le Marketing de Gisou
Gisou est une marque digital native. Sa communication est donc essentiellement digitale et se base notamment sur les réseaux sociaux et particulièrement Instagram. Si la marque possède ses propres comptes (495k abonnés sur Instagram), Negin occupe tout de même une place importante dans la communication de la marque, maximisant ainsi la visibilité de Gisou sur la toile. La marque revendique un positionnement premium par l’image qu’elle véhicule ainsi que les prix pratiqués. Les produits Gisou étant très instagrammables, l’UGC est favorisée ainsi que la création de contenus d’influenceurs autour de la marque.
L’un des gros atouts de Gisou est sa stratégie marketing. En effet, Negin et son équipe ont toujours su faire preuve de créativité pour proposer des campagnes insolites et originales. La marque se montre également très inventive en matière de distribution. Si la marque était à l’origine uniquement distribuée via son site marchand, Gisou organise depuis plusieurs années maintenant des pop-up stores insolites pour aller directement à la rencontre des consommateurs dans différentes grandes villes du monde (New York, Paris, Amsterdam etc.).
Ces événements permettent de surprendre les consommateurs en leur donnant l’opportunité de découvrir les produits en vrai et de pénétrer dans l’univers de la marque. Ces pop-up stores créent à chaque fois l’événement lorsqu’ils font leur apparition, produisent un effet de rareté et créent le buzz sur les réseaux sociaux.
Gisou a récemment connu un grand tournant en matière de distribution avec l’arrivée de ses produits chez le géant de la beauté Sephora aux Etats-Unis en août 2020 puis, au Moyen-Orient en avril 2021.
Une chose est sûre : Gisou, la marque de Negin Mirsalehi a encore de belles années en perspective !
Et vous, vous connaissiez cette marque ? 🐝
👉Si cet article vous a plu, découvrez d’autres articles sur le marketing et les influenceurs dans notre rubrique Influence.
merci pour l’article
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