Megan Hess

LONDON — Kérastase U.K. is looking to social media to promote its latest in-salon professional hair treatment, Fusio Dose, a series of five-minute treatments designed to remedy hair needs.

The L’Oréal-owned hair brand has tapped illustrator Megan Hess — known for illustrating Candace Bushnell’s “Sex and the City” books and working for fashion brands such as Chanel, Dior and Givenchy — to launch #FusioFriday. Hess has created illustrations of Kérastase hair models that will be revealed on the brand’s Instagram account every Friday throughout the year with the aim of celebrating the transformative effects of Fusio Dose products, happening at salons nationwide on the last day of each week.

“Kérastase has recognized that 87 percent of women love the backwash experience; in fact, it is their favorite time spent in the salon. Following the fact that the highest percentage of appointments take place on a Frida,y we really wanted to celebrate this moment,” explained Aurélien Guibret, Kérastase’s U.K. general manager.

“Working with Megan was a natural fit, as she has the ability to bring the service and woman of Kérastase to life in an engaging way.”

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Hess added that the collaboration was an organic one as she has always been a Kérastase consumer.

“I always knew that if I was going to collaborate with a brand in the hair category it had to be Kérastase. It’s also a brand that I have been using on my own hair since I was a teenager and the products that I’ve used within the brand have changed as my hair has changed over time. It’s always nice to work with a brand that you admire and trust,” said Hess.

The first campaign image will be released today. Previous ambassadors of the product included Kate Moss, January Jones and Anja Rubik.