In April, hair-care company Rene Furterer Paris will release a new line that aims to correct extremely damaged hair. As a hairstylist in the Fifties, the brand’s founder Rene Furterer used plant-based ingredients to treat women’s bleach-wrecked hair during an era when Marilyn Monroe’s platinum locks were fashionable. The new three-piece collection called Absolue Kératine, builds on that heritage. “We asked women what they wanted, and more and more they said ‘I want my hair from before.’ Before over-bleaching, coloring, flatirons and chemical treatments,” said Rene Furterer’s vice president, salon business unit, Francois Viargues.
The Absolue Kératine Renewal Shampoo, $32, Sublime Renewal Leave-in Cream, $40, and Ultimate Renewal Mask, $52, attempts to correct damaged, brittle hair through a combination of plant-based ingredients. Keratin made from soy protein extract and wheat micro proteins is said to penetrate the core of hair fibers to repair and rebuild structure. Camelina oil — which is rich in omega-3 fatty acids — and biocymentine reportedly smooth and seal the hair cuticle. “We belong to [Pierre Fabre], which does pharmaceuticals and hair care. So all the knowledge we have for FDA-approved drugs we use for the hair,” Viargues said.
He added that the Absolue Kératine products blend notes of cashmere wood, freesia, white musk and patchouli.
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As for marketing, Viargues said the company is focused on driving home the connection between fashion and beauty. The brand will sponsor up to six shows during February’s New York Fashion Week and also partnered with French shoe designer Jean-Michel Cazabat to create a shoe inspired by the line. The beauty-brand collaboration was a first for the designer, who said he has had a lifelong obsession with hair. “I never had the desire to be a hair dresser, but I was always a high consumer of shampoo, conditioner and gel,” Cazabat said.
Absolue Kératine will be sold primarily through salons with some distribution at high-end pharmacies, like C.O. Bigelow.
Viargues estimates that the collection will generate $1 million in revenue during its first year on shelves.