PARIS — Discipline — Kérastase’s major launch in this, its 50th-anniversary year — is billed to be a revolutionary hair-taming line.
“It’s targeting a need which is really [global],” said Vincent Nida, general manager worldwide of the L’Oréal-owned label. “As Kérastase — the leading luxury professional hair-care brand — we have to bring a solution that would be nonaggressive, noninvasive, all about care and something that would work for a long time.”
The Walt Disney Studios approached L’Oréal years ago to help create lifelike hair movement for animated characters in “Rapunzel.” The French beauty giant invested in technology, and now its Move Hair machine allows for the minute study of hair in motion.
“It’s a revolution for us in the way we conceive a product,” said Nida, adding the result is formulation differing from anything on the market. “[It] really enables [the repair of hair], to tame and discipline it without making hair stiff and immobile.
“Hair movement is very much related to its beauty and quality,” he said.
According to Kérastase, while traditional at-home smoothing treatments can weigh hair down, make it look heavy and frizzy, and time-consuming in-salon “permanent treatments” may lead to artificial-looking hair, Discipline creates tame, natural-flowing tresses.
That’s purportedly thanks to ingredients such as Morpho-Keratine, a complex — involving glutamic acid, serine, arginine and wheat protein — that helps consolidate hair fibers, and Research Ceramide, a biomimetic ceramide, which works on hair’s surface to make it smoother and suppler.
Kérastase says Discipline’s results include hair that’s easier to blow-dry, “exceptional” shine, plus a 72-hour antifrizz, antihumidity action.
In salons, the three-step Discipline protocol — said to be the first for “long-lasting discipline with no chemical alteration” — takes 45 minutes.
Kérastase tapped Diana Vishneva, the prima ballerina of Russia’s Mariinsky Theater, to front Discipline.
“It came quite naturally because when we talk about the choreography of hair, ballet is probably the best expression of discipline and grace,” said Nida. “She really represents perfectly what we want to say — she has incredible discipline, is a super hard worker, very focused. At the same time she is beautiful and has amazing grace.”
Vishneva called working on the campaign “a beautiful experience. As an artist it’s also an interesting experience.”
Carolyn Carlson, with whom Vishneva had worked before, choreographed the 90-second digital video spot filmed by Benjamin Seroussi. The print ad will come in single pages.
In France, the Discipline retail line includes the 250-ml. Bain Fluidealiste for 19.50 euros, or $26.75 at current exchange; the 200-ml. Fondant Fluidealiste for 32 euros, or $43.90; the 200-ml. Maskeratine for 38 euros, or $52.10, and the 150-ml. Fluidissime for 25 euros, or $34.30.
Discipline will be launched in mid-May in Europe, followed by Asia between July and August, the U.S. on July 15 and South America in September.
L’Oréal executives declined to discuss projections, but industry sources estimate Discipline will generate 150 million euros, or $205.7 million, in first-year retail sales worldwide.
Meanwhile, Kérastase fetes its half-century in 2014.
“We still feel quite young,” said Nida, adding Kérastase’s priorities include remaining a pioneer of innovative product. There’s the service element, as well, and the aim “to help re-dynamise, modernize and make more exciting the whole salon world,” he continued.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty