Unlocking a new frontier

LUXURY hair care brand Kérastase recently unveiled its revamp, outfitted with the promise of “Very Personal Care for Exceptional Hair”.
In line with the rebranding exercise, Kérastase rolled out a visual campaign that puts women at the heart of the brand, highlighting personalities who are modern, captivating, and engaged such as activist and supermodel Cameron Russell; writer, stylist and photographer Margaret Zhang; and German supermodel and advocate of female empowerment Toni Garrn. Locally, the campaign stars Miss World Malaysia 2012 Yvonne Lee, actress Fyza Kadir, businesswoman Melissa Sin, national diver Leong Mun Yee, and more.
The new Kérastase refreshed the looks of its packaging too. Its new silhouettes feature harmonious curves, subtle satin hues, and gold-plated caps that lend more femininity. A large “K” logo and monogram embellish the front of each pack, while another is engraved on the top of each cap to add elegance. Boarding the sustainability bandwagon, the brand has greatly reduced packaging weight, saving an estimated 45 tonnes of plastic a year with the cap design alone, and an extra 30 tonnes by recycling a minimum of 25% of the materials used.
Next, Kérastase zooms in on personalised hair and scalp care rituals with the Spécifique line by combining the best anti-pollution cleansing and a new scalp science. The range includes specific care for an extensive range of scalp needs.
In the salon, the brand offers a luxurious experience by the name of Fusio Dose, which is the most prescriptive, professionally active and advanced hair ritual available. It starts with a hair and scalp diagnosis, before the hairstylist will pick the most effective ingredient mix out of 21 tailor-made combinations, which include a concentrate and a booster that best suit your hair needs.
Also in its agenda, the brand is set to open Kérastase Institutes in major capital cities around the world and flagship Travel Retail stands in prestigious airports, enhancing the experience with a four-step personalised diagnosis.