an unprecendented approach
Discover initiatives that break from the past
From small revolutions to major innovations, Kérastase perfects a new approach, the sublime transformation of the hair.
The 80’s were a peak period of diversification for Kérastase.
France launches its first private radio stations. The world is still wary of Eastern bloc nations. Women with “structured” dresses and roots that “stand up” take charge of their image with “power hair”. This is a peak period of diversification for Kérastase. The slogan, “Do it now, keep your skin in harmony with your hair” becomes “Keep your hair as beautiful as your skin.”
Consequently, the term shampoo becomes 'bath' and in 1983, Kérastase launches 7 baths (revitalizing, essential, divalent, anti-oil, anti-dandruff, bionic and gentle) for women who are more concerned with truly bringing out the beauty of their hair, rather than simply finding an answer to a problem. With a collection like this, Kérastase can look forward to a bright future.
With Nutritive, the brand re-invents care for dry hair by introducing deep nourishment and enhancement.