In July, French high-end hair care brand Kérastase (L’Oréal) will launch an 11-piece hair styling range based on skin care formulas and textures. The range, called Le Coiffage Couture (Couture Styling), will have two sub-lines, Construct and Finish, and will include items such as root lifters, blow dry gel, thickening mousse and shine serum. The packaging for the range is in purple and teal, and the face is Kate Moss, who stars in a campaign shot by Sølve Sundsbø. Marketing for the new brand will be via social media, salons and personnel training.
The products, each priced at around $36, include styling products such as Spray à Porter, for a “beach hair” effect. There’s also a Forme Fatale blow dry gel for fine hair, Lift Vertige for added lift at the roots, Touche Finale hair serum for long, damaged hair and Powder Bluff dry shampoo. All of the products will be scented with a floral chypre fragrance created by Jean Jacques of Takasago, with head notes of grapefruit, peach and pear, heart notes of lychee and peony and a base of patchouli, musk and amber.