“We’ve built a brand about hair care and it is really important for us to go into styling,” said Julien Bouzitat, vice president of marketing for Kérastase Paris and Shu Uemura Art of Hair. “By entering styling, you enter the dimension of artistic inspiration for the salon community and the consumer.”
For the launch Kérastase will also introduce its first consumer ads — starring Kate Moss — set to break in August. “She is kind of a chameleon woman in that she [can sport] casual, cool beachy waves or a sophisticated full-on blowout,” said Bouzitat, adding that this is Moss’ first time doing a hairstyling campaign. “We think she’s going to be appealing to a lot of women.”
“I am happy with the images — I like the way my hair is styled — all completely different styles from one another, but all representative of my unique style,” said Moss.