Kérastase is addressing dry, damaged, color-treated and highlighted hair in a new three-item line, Réflection Chroma Riche.
This story first appeared in the January 18, 2008 issue of WWD. Subscribe Today.
The range, packaged in a deep fuchsia container, features a shampoo, a conditioning masque and a softening serum to detangle hair. Chroma Riche is positioned to complement Kérastase’s current line for color-treated hair, Réflection.
Shane Wolf, vice president of Prestige Professional Brands, the business unit under L’Oréal Professional that operates Kérastase and Shu Uemura Art of Hair, said there was an opportunity to address the consumer who suffers from dry hair as a result of both coloring and highlighting.
“One out of two women who do color their hair have highlights. So, we saw we could go even further with the brand,” said Wolf, who was attending a company sales meeting in Puerto Rico.
The current Réflection line, which is for color-treated hair, generates $12 million in annual sales and Chroma Riche could increase that number by 20 percent in its first 12 months in salons, Wolf said. Kérastase is shipped directly to 900 salons in the U.S.
Kevin Scerbo, national training manager for Kérastase, said Chroma Riche’s aqua-ionic system has a double action, allowing moisture into the hair fiber and then locking it in. A vitamin E derivative as well as a UV filter aim to protect hair, too, he said.
Chroma Riche ships to salons in February. To get stylists talking about the new range, salons are now receiving the serum, called Fluide, a silicone-based detangler and shine enhancer.
The shampoo aims to add moisture and protect hair, while the conditioning masque can be used daily and is meant to be left on hair for between five and 10 minutes before rinsing. The shampoo will sell for $32, the masque for $58 and the serum for $34.