PARIS — Kérastase is putting a new face forward — Anja Rubik — for its Visions of Style II campaign, which features L’Incroyable Blowdry, a product due out early next year.
The L’Oréal-owned brand bills the heat lotion as a game-changing infinite shape shifter — minus the need for various applications or stiffness. Its formulation includes nonsticky beeswax micro particles and a strengthening agent.
For the black-and-white campaign, Kérastase hairstylist Luigi Murenu crafted Rubik’s hair into 10 different looks — including rebel, audacious and romantic — using L’Incroyable Blowdry. He and Iango Henzi — through their Luigi & Iango Studio — photographed the images.
The new product is part of the Kérastase Couture Styling franchise, which is a key growth driver for the brand in the U.S., among its largest markets.
The product will launch in Europe at the end of February, the U.S. in March and Asia later in 2016.
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In France, a 150-ml. bottle will sell for around 27 euros, or $29.80 at current exchange.
WWD discussed the Visions of Style II project with Rubik.
WWD: Do you have any personal connection with the brand?
Anja Rubik: I’ve been using Kérastase since a really, really long time. So I know the products quite well. I think it was actually Luigi backstage at Gucci who said: “You should use this because your hair is really abused after the shows, so you should try this mask.” And then I just got hooked.
WWD: Why did you decide to sign onto the project?
A.R.: First of all, I’m a huge fan of black-and-white photography. They are incredible photographers, so it was a pleasure to work with them.
Luigi, I have known him for, I would say, 12 years. And the team was great as well as the stylist, Melanie Ward. I love her approach to fashion.
I love the idea of a woman changing into different characters. That’s what made the whole shoot really, really fun. All these women were specific characters, but they were all modern.
WWD: What are your impressions of L’Incroyable Blowdry?
A.J.: I hate when you use a product and your hair becomes wiry and stiff. What’s amazing about [L’Incroyable Blowdry] is that it holds the hairdo, but your hair is still kind of bouncy and soft. So you can run your fingers through it. There is nothing worse than when talking to someone you slide your fingers through your hair and they get stuck there. Not sexy at all.
WWD: Please discuss your involvement in the #ClimateCatwalk digital initiative aimed at addressing environmental concerns as the COP21 climate change conference that recently took place in Paris and other causes that are significant to you.
A.J.: What’s really important to me is the ocean, because I’m a very big diver. So I’m working with Oceana a little bit to raise awareness. And regarding climate change, it’s all of course incredibly [linked] to the ocean.
I decided to do #ClimateCatwalk because I have the privilege of knowing a lot of people who were involved in it. I guess you have some kind of responsibility connected to the fact that I do have a little bit of followers, and I am in the media. I think it’s nice to use that and make people hear about COP21, research it, see how they can help. I really believe in the power of social media, that it hasn’t been used enough to actually pressure [people] to make change, to put pressure on the government and everyone to pass laws that will help our environment.
It was actually Mario Testino who wrote me about #ClimateCatwalk and, of course, I said immediately yes, that was a really good idea, especially after what happened in Paris, the huge tragedy and that [the Global Climate March] was canceled for safety reasons.
Paris is very close to my heart. I lived there back in the day, and I go back very often because it’s still the capital of fashion in my eyes. So that’s the least I could do.
WWD: Are there other projects you are working on that you can discuss?
A.J.: There’s my perfume, Original by Anja Rubik, that I have done completely independently. It really represents me, my identity and my vision of beauty. And it’s connected to a message that I really strongly believe in.
Actually, all my projects are around that message, which is encouraging women to really find their path, their own identity. Sometimes it’s not the easiest way or the most popular way. But nowadays it’s really hard — you read what to wear, you read what makeup to use, you read how to be and you get really lost in all that. It’s hard to find yourself in all of that.
Then there is also 25 magazine that I run, which is around art, fashion and music. It’s more of a collector’s item.
I’m opening an art center in Warsaw [next May]. It’s basically like an open space for artists to use.
I’m doing a collaboration now, a small capsule collaboration with a [fashion] brand. It will have its launch in the beginning of next year [and be] French-based.
There is also another idea that I have that is actually climate [related], but I just did the first meeting yesterday, so I don’t want to jinx it. I can’t talk about it yet.
WWD: Do you have any beauty secrets to share?
A.J.: I think the most important thing is to take care of your skin and your health. I use Bioderma [Créaline H2O], it’s a product that I think cleans the skin really well. I use a lot of SkinCeuticals, the Hydrating B5 Gel, which is really good and a retexturizing activator. The La Prairie product I use is the Anti-Aging Emulsion.
For makeup I’m quite easy. I use Burberry Fresh Glow [Luminous Fluid Base]. It’s like a cream, a little bit of a tint, and it gives you an amazing, beautiful glow.
WWD: How do you define your fashion style?
A.J.: It tends to go a little bit rock ‘n’ roll in the winter, and during the summer it goes a little bit more hippie bohemian. I like minimalism, so I don’t over accessorize. I think it’s quite chic to keep it simple.