NEW YORK — Kérastase’s treatment labs have made it to the U.S.
Located within Samuel Shriqui on 65th Street and Madison Avenue on Manhattan’s Upper East Side, the first Stateside Kérastase Institut, which quietly opened earlier this month, doles out “prescriptive,” personalized hair care that includes “high-tech” hair and scalp diagnoses.
“Beauty consumers are more sophisticated and discerning than ever and are looking for personalized beauty experiences, not ‘one-size-fits-all’ solutions…We will offer in-depth diagnoses that allow us to target…individual hair needs for maximum efficacy and transformation,” said Christine Banks, general manager of Kérastase USA.
The L’Oréal-owned brand operates a 1,200-square-foot space in the salon, comprised of six styling stations, two diagnostic stations and two glass walled treatment rooms. After receiving their diagnosis, clients get a customized Fusio-Dose treatment and a session with a stylist — all tailored to their specific hair concern. Treatments offered by the Kérastase Institut can be paired with any color, cut or styling service.
Banks, who said the brand began the planning stages for the concept in the U.S. early last year, called this an important initiative for the U.S. Because Kérastase doesn’t have freestanding salons, these institutes are integral from a brand engagement and storytelling platform.
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Late last year, a similar treatment lab bowed in Dubai — the first to open in the Middle East. The brand operates Kérastase Instituts globally, including a space at Nico & Co in Paris.
Banks maintained that Kérastase Instituts are among the foremost global initiatives for the company, as dedicated spaces like this ” bring the brand to life” beyond the current product assortment. The space at the Samuel Shriqui salon will serve as a test, Banks said, and pending whether the concept resonates with the American consumer, the brand will roll out additional institutes across the U.S. over the next several years.
“Kérastase is a professional hair-care brand first and foremost. The professional is at the core of our business,” Banks said. “We work directly with…salons across the country to not only utilize our products and treatments, but most importantly to empower stylists to prescribe and treat their clients’ individual hair needs.”
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