Meet the new KMS California: Obsessed With Freedom of Style

BALTIMORE, Sept. 2, 2011 /PRNewswire/ -- KMS California, the professional hair care brand founded in 1976 and known for its innovative styling products and nature inspired ingredients, has given itself an extreme makeover. This fall, KMS California debuts its reloaded look and unveils 12 new products within its hair care and styling lineup.

"This is not just a skin deep face-lift," says Simon Miller, member of the KMS California Artistic Team. "It's a total attitude adjustment. The new KMS California is about the future of styling—celebrating our styling expertise and how each of us create our own personal style expression through our hair."

It's Real People. Real Lives. Your Style: The new KMS California breaks the rules by declaring an obsession with Freedom of Style—and rather than telling consumers about the brand's vision on trends or style, is instead inspired by remixed street style and individual expression.

In salons starting in September 2011, the new KMS California features a 360 degree approach that includes new imagery, a dynamic Web site and striking packaging design. With a focus on professional stylists and their styling expertise, the relaunch also debuts 12 new styling and care products that provide the tools stylists need for unparalleled client service. Featuring the trademark KMS California product performance, the new KMS boasts innovation driven by technology and nature that will change the way stylists approach their work editorially and for clients—who learn from them how to use the products to create their styles at home.

FREESHAPE:  Freedom of Restylability, Thanks to a New Thermopolymer  

Want curls by day, but straight by night? Got unruly hair that yearns for something smooth, or flat hair craving volume? It's all possible with FREESHAPE, the brand new subline within the KMS family. FREESHAPE consists of six products designed to give users the power to style—and re-style— their hair without having to shampoo. The ultimate Freedom of Style tool, FREESHAPE products hold styles up until the next wash and allow for unlimited, long-lasting style transformations with heat protection. Thanks to a new, heat-activated flexible thermopolymer that easily reaches the temperature needed to transform into a liquid, the results are a shorter styling time, more effective shaping, and longer lasting styles.

Armed with the most technologically advanced tools, KMS California stylists are also giving clients what they need: the tips and tools they need to style their hair at home.

"We went to the street— literally, with scores of video interviews—to find out what salon clients were craving," adds Cory Couts, president and CEO of KPSS North America. "The number one request was that stylists show and inspire clients to learn how to style their own hair. The KMS California stylists are newly obsessed with helping clients celebrate their unique style. And we provide them with the innovative products needed to express themselves through their hair."

Our Community is your Community: A You-Centric Approach Online

kmscalifornia.com is the new online communication hub for consumers, and stylists, where freedom of style lives. Launching in September 2011 along with the new line, the site was designed to be an inclusive, dynamic "living billboard" where individuality rules and everyone is welcome. It's a place where those sharing a passion for freedom of style can connect, share, shape…or just hang out.

New Packaging: Pure Pigments, Bold Design

To complement the new attitude—and complete the total makeover transformation—KMS California also needed a new packaging look. Inspired by the intriguing, colorful diversity of global citizens and their distinct expressions of style, the new soft touch packaging in modern, sleek bodies creates a contrasting palette based on pure color pigments. A little edgy, a little sexy and completely user-friendly, the new design delivers the product performance and quality that KMS was founded upon, but stands out with an unexpected style statement.

About KMS California

With a global following of stylists and an absolute obsession with personal style, KMS California has a 35-year history of hair care innovations and salon presence in over 30 countries around the world. KMS focuses on the education and products to support professional stylists, providing them with the tools to bring freedom of style to every client they serve. For more information or to find a salon near you, visit www.kmscalifornia.com. For press information and hi-res product images visit our internet press kit at http://clmclient.com/KMSIPK/.

Contact:
Meghan Donovan
Current
[email protected]
212.537.8735

SOURCE KMS California