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Kérastase Set to Roll Out Slew of Items

K?rastase Paris is doubling the number of items it will launch in 2008 as the luxury hair care brand embarks on one of its busiest years since entering...

Kérastase Paris is doubling the number of items it will launch in 2008 as the luxury hair care brand embarks on one of its busiest years since entering U.S. salons in 2002.

This story first appeared in the April 4, 2008 issue of WWD.  Subscribe Today.

Shane Wolf, vice president of marketing, L’Oréal Professional, is still standing despite the nonstop, cross-country and multicontinent travel that has gone along with ensuring a slew of new Kérastase items hitting U.S. salons. The brand is currently sold in 800 outlets domestically.

“We are receiving innovation from our Paris labs more than before,” Wolf said, explaining the reason for the expanded product portfolio. “We usually pace it better, but the salons are looking for a ramp up in newness so we are running as fast as we can.”

One of the brand’s biggest launches is actually a relaunch of the Resistance collection, a fortifying and strengthening line designed for weak hair. Resistance is the second largest range behind Kérastase’s Nutritive collection, a maintenance line designed for normal to dry hair.

Kérastase anticipates the updated Resistance collection will increase the range’s sales by 13 percent. Overall sales of Kérastase Paris are estimated by industry sources to be around $115 million.

Resistance’s new technology, Vita-Ciment Topseal, has internal and external double reconstruction properties, designed to rebuild and strengthen the hair. The dual-action formula combines Vita-Ciment, which works inside the hair shaft, and Vita-Topseal, which works on the surface of the hair shaft for shine and softness.

Resistance has two in-salon treatment offerings. There is the Concentre Vita-Ciment Express Ritual, to strengthen the hair fiber, for $35; and the Double Reconstructing Signature Ritual, which includes the application of Concentre Vita-Ciment followed by Concentre Vita-Topseal, for $75.

There are seven products for at-home use. There’s a new shampoo, Bain de Force, for $32, and a daily treatment conditioner, Ciment Anti-Usure, for $36. For truly damaged hair, there’s Substance Constructive, a leave-in treatment, for $26, and also Forcintense, a two-step regimen to be used over three weeks, for $36. Ciment Thermique, a styling and treatment product, has been designed as a heat activated reconstructing milk, for $34. Expanseur Extra Corp aims to add volume to fine hair, for $29, while Double Force Hair Spray aims to fortify hair from within, for $34.

To help educate stylists, Kérastase has partnered with hair guru Orlando Pita, who will be featured in videos to be shown in salons and on the Internet explaining the line.

Due out to salons in May is Soleil, a line catering to hair that’s exposed to the sun. Soleil, which was also an existing line, is launching in updated packaging and containers in Europe, and is slated to hit U.S. salons in May. Containers will be more of a blue-red than a bright red, which gives the line a “stronger shelf presence,” said Wolf. U.S. versions will also receive personalized protection and repair indexes on the front of bottles, so consumers can select the best product according to the hair’s level of sun exposure and damage. Products include Micro-Voile Protector, a light mist that absorbs UV rays, for $34; Gelee Aqua-Proof Protection Index 1, a protective hair gel, for $34; Creme UV Defense Active Protection 2, a hair cream with double UV protection, for $34; Bain Apres Soleil Repair Index 1-2-3, a repairing shampoo, for $32; and Creme Richesse Repair Index 2, a conditioning treatment for dry hair, for $44.