2014 : the Discipline revolution
Complete freedom with complete control
Kérastase has now succeeded in understanding perfect hair movement and created an unprecedented, even revolutionary, solution that takes hair to beautiful new heights. A change in perspective for a completely new vision.
For Kérastase, offering women the hair they dream of is a never-ending quest. L’Oréal Advanced Research decided to focus on women’s dissatisfaction with their unmanageable, frizzy or undisciplined hair. The researchers took to heart women’s desire for “obedient” hair that does exactly what they want it to do. In perfect affinity with their personalities.
THE PERFECT MOVEMENT
Today's women are as keen to take control of their hair as they are to give it shape and movement. Whether they have loose curls, tight curls, wavy or straight hair, women of every origin all dream of the same thing: vibrant blow-dry styling results that guarantee beautiful, supple, fluid, sensual, perfectly smooth hair. In a certain way, it’s about control without rigidity.