PARIS, September 20, 2016 /PRNewswire/ --
Today Kérastase, a worldwide leader in professional luxury haircare, unveils its new institutional campaign and brand promise "Very Personal Care for Exceptional Hair", marking the relaunch of the iconic brand and reaffirming its commitment to meeting women's diverse hair and scalp needs by providing them with ultra-personalized solutions.
Because women today see their hair as an intimate expression of their identity, Kérastase worked hand-in-hand with legendary portrait photographer Peter Lindbergh to capture this new focus of personalization. Through his lens, new brand heroines are revealed, each of them caught in a personal, stolen moment of determination, joy or satisfaction. Three, strong, engaged women: activists and supermodels Toni Garrn and Cameron Russell, and photographer, writer, and stylist Margaret Zhang, illustrate how hair is an intimate expression of one's identity, revealing moods and emotions.
"I think that hair is an extension of your personality", says Margaret Zhang. "Your hair says even more about your personality and your character than your clothes do."
"Hair needs to be taken care of in the most special and healthy way. That is what 'very personal care' means to me," says Toni Garrn. "I truly believe that Kérastase gives women beautiful, healthy hair, which is why I'm genuinely excited to be working with them."
This new visual campaign is the starting point of the brand's reinvention to support the new "very personal care" mission. In order to bring women their most beautiful, healthy hair, Kérastase continues to push the limits of personalization:
- through innovative, hyper-segmented product launches, backed by Advanced Research expertise, addressing the micro-needs of diverse, sophisticated customers;
- by offering more personalized, exclusive services including the opening of Kérastase Institutes in major world capitals, destination travel retail boutiques in key airports, enhanced online services, and a renewed commitment to the essential in-salon hair diagnosis;
- with completely redesigned and more responsible product packaging. A lighter, more elegant silhouette reflects the modernity of our consumers as well the brand's commitment to responsible luxury, saving an estimated 45 tons of plastic per year on the restyled cap alone.
"Very Personal Care for Exceptional Hair," defines a new standard of excellence where bespoke is the new luxury and the art of personalization is the Kérastase signature.
Because women see their hair as an intimate expression of their identity, Kérastase offers them very personal care for exceptional hair, combining the expertise of the best hairdressers in the world with the knowledge of scientific teams working at the forefront of hair research. With over 100 products in 10 hair care ranges and 1 styling range, Kérastase is sold in over 60 countries to over 20 million consumers. As a dedicated partner to hairdressers since its creation in 1964, Kérastase's in-salon hair diagnostic, ultra-personalized products and sensorial rituals are exclusively available in just 1% of the world's salons.