1974: Kérastase unveils
The cleanser for oily roots and dry ends
For women with longer hair, in 1974 Kérastase launched the first cleanser to treat the opposite needs of oily roots and dry ends. A flagship product in the Spécifique range that is still a Kérastase cult product 40 years after its creation.
The brand opts for claims of beautification, the ads are beauty-oriented and the communication is very favourable to the hairdresser. ￼ The shape of the logo changes, with a 3-D format which reinforces the technological breakthrough of the brand and modernises its image.