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Leveraging its nearly 50-year history in the treatment category, L’Oréal-owned hair care brand Kérastase is taking on styling with Couture Styling, an 11-piece range inspired by skin-care formulas and textures.
This story first appeared in the May 17, 2013 issue of WWD. Subscribe Today.
“We’ve built a brand about hair care and it is really important for us to go into styling,” said Julien Bouzitat, vice president of marketing for Kérastase Paris and Shu Uemura Art of Hair. “By entering styling, you enter the dimension of artistic inspiration for the salon community and the consumer.”
For the launch Kérastase will also introduce its first consumer ads — starring Kate Moss — set to break in August. “She is kind of a chameleon woman in that she [can sport] casual, cool beachy waves or a sophisticated full-on blowout,” said Bouzitat, adding that this is Moss’ first time doing a hairstyling campaign. “We think she’s going to be appealing to a lot of women.”
Moss said via e-mail she was equally happy about the collaboration. “I am happy with the images — I like the way my hair is styled — all completely different styles from one another, but all representative of my unique style,” said Moss, adding that she has used the brand for years.
Luigi Murenu, the line’s international creative director and spokesperson, created the looks seen in the advertisements.
The collection — housed in bold purple and teal color-coded packaging — is comprised of two sublines, Construct and Finish. Formulas feature skin-care ingredients like collagen and micronized polymers said to provide lightweight hold, while textures also took a cross-category cue from antiagers like eye contour gels and skin serums.
Products in the Construct line include beach spray, Spray à Porter, Lift Vertige, a root lifter, Forme Fatale, a blow dry gel, hair-thickening Mousse Bouffante and Boucles d’Art, a curl shaper. The Finish range includes Touche Finale, a shine serum, Short Mania, a semi-matte sculpting paste, Gloss Appeal, a shine spray, Laque Dentelle and Laque Couture, hairsprays with flexible and medium hold, respectively and a dry shampoo called Powder Bluff. All products are priced between $35 and $36.
In development for more than two years, Couture Styling will enter about 1,300 salons beginning in June with the introduction of Spray à Porter. The additional products will roll out in late July, while Short Mania and Gloss Appeal are set to launch in October.
To generate awareness, salons will be equipped with visuals — including customized digital screens — and window displays of the advertising images, featuring Moss. In addition, the brand will offer an education program across more than 8,500 salons. Tips and other educational content will be shared via social media channels.
“This is the most comprehensive marketing the brand has ever put together,” said Bouzitat, adding that the products will be used backstage at New York Fashion Week in September. “Giving consumers the final step, the final touch, that continuous journey from treatment to styling, is a big deal for us.”
Although the brand would not break out financials, industry sources project that the Couture Styling could generate $50 million in the first 12 months at retail in the U.S.