Kérastase 20th Anniversary Launch

In a world in which hair routine was purely about hygiene, Kérastase invented itscare for hair philosophy in 1964. Since then, the brand has been offering women and men bespoke products and treatments that satisfy the desire for exceptional hair.

To date, Kérastase continues to embody a new era of luxury, femininity, and effortless cool through Emily Ratajkowski. She is a beauty and fashion icon who exudes femininity, modernity, and luxury. With this new face, Kérastase is able to create a ‘connect’ and young approach, a new tone of voice which makes the brand breakaway from the usual perception that is associated to older women and a colder kind of luxury. Kérastase believes there is not one single interpretation of beauty but an infinity. Kérastase enhances all types of beauty, cultures, visions and of course, all types of hair.

Kérastase Philippines celebrates 20 years in the country this 2019. With, its brand vision of being the most luxurious hair care brand in the Philippines, Kérastase Philippines has consistently been the partner of the most luxurious Filipinas to achieve the most beautiful hair.

Kérastase Philippines continues to launch successful and pioneering product innovations that continue to elevate both salon and hair care industry. The launch of Chronologiste, Kérastase’s masterpiece of hair and regeneration has been notable for its success in the Philippines. The brand is present in only 87 of the top salons in the country including our Prestige doors – Kérastase Institute by Salon ESA, Basement Salon SM Aura, Jesi Mendez Glorietta, Toni & Guy Mall of Asia, and Teng Roma Salon, S Maison.

The brand also takes pride in venturing into new distribution channels with overwhelming and promising results. Online, we are present in HairMNL.com. Offline, aside from our salons, which will always be at the core of our business, we now have a physical store present in the Mall of Asia SM Department store.

Over the years, we create with hairdressers, iconic products with rare and highly concentrated ingredients to achieve exceptional performance. One of the brand’s top pillars is our Scalp Care range – as we believe that treating the scalp first is the first secret to beautiful hair. We have Densifique and Specifique – our ranges for hair thinning, hair loss, hair density and more. We also have Fusio-Dose, our back-bar signature which offers multiple care combinations for a personalized treatment that delivers instant and long-lasting hair transformation. Lastly we have Discipline, our #1 retail franchise. These are our Pro-Keratin products that smooth and tame unruly hair.

This 2019, Kérastase Philippines will be launching the ultimateiconic franchise whichFilipinas have come to love and trust over the past 20 years – the Discipline Oléo-Relax franchise (formerly known as the Oléo-Relax range). A star is reborn – the French Classic Oléo-Relax gets an Asian makeover. This is the first range co-developed by Kérastase with Japan thereby making its formula exclusive to Asian women whose main concern is frizzy hair. This bold initiative goes hand-in-hand with the brand’s objective of modernizing the brand’s image by making it relatable to the modern Filipina.

            Part of a wider influential community, Emily Ratajkowski embodies our vision of beauty; with her unapologetic and modern stance on femininity, Emily has definitely shaken the beauty and fashion world. Emily represents the millennial generation as an empowered women unwilling to compromise.

The all-new Discipline Oléo-Relax franchise is a fusion of Discipline, the hair-smoothing, anti-frizz collection for anyone who wants to add definition to unruly hair and the Nutritive Oléo-Relax, the anti-frizz range that provides incredibly effective, long-lasting control for dry hair.

The new Oléo-Relax is formulated with nurturing shorea butter and precious virgin coconut oil, plus rose  muscata fruit oil and inca peanut oil. The combination provides repairing strength, incredible shine, protection and impermeability. It is the first “top coat” for hair completely sealing out humidity for 24 hours.

With Kérastase’s seamless three-step routine:  BATHE – TREAT – TEXTURISE- we offer all women a complete experience.  Each step of the routine provides the best of care for each unique hair type.

  1. Bathe – Bain Discipline Oléo-Relax 250ml (SRP at Php1,600), the bain (shampoo) bathes and nourishes your hair while simultaneously providing hold and movement for unruly and rebellious hair.
  • Treat – Masque Discipline Oléo-Relax 200ml (SRP at Php 2,980) , the masque (hair mask) is the first oil-in-mask treatment that controls frizz and de-volumizes unruly, rebellious hair. It improves hair manageability, makes hair sleek and supple, and keeps hair shiny all-day.
  • Texturize – Oil Discipline Oléo-Relax 200ml (SRP at Php 1,750), the oil (hair oil) is a leave-in oil that penetrates deep into the hair fiber for immediate all-day sleek hair and protects the hair from heat styling upto 230˚C.

With this anti-frizz hair care program, we proudly unveil Kérastase Philippines’ Iconic look for 2019 – the #GlassHair by Oléo-Relax. With over eight thousand Instagram posts to date, this trend has been set by women from all over the world who aspire to have that sleek and flawless hair – which by definition has no frizz, intense shine and perfect movement.

Women want to eliminate flyaway hairs while some want to ultimately boost the shine for their hair. This newest and latest trend is the newest celebrity choice and the hottest hair trend that has become viral on Instagram with one hundred thousand posts.

This #GlassLook has been embodied by three Kérastase Filipinas icons from three generations – Kaila Estrada, pulling off the sleek, smooth and shiny ‘Glass Bob’ look, Marie Lozano, pulling off the sexy, fun and chic ‘Glass Pony’ look, and lastly, Ruffa Gutierrez pulling off the Hollywood, classic glam ‘Glass Waves’. All three, craving to be icons of their own generations with their iconic smooth and shiny hair made possible by the all-new Discipline Oléo-Relax franchise which istailor-made for Asian frizzy hair. All three icons in line with Kérastase’s vision for beauty where we celebrate and nurture all types of beauty, and all types of hair from different generations – ensuring that that we are able to provide to all women the ultimate solutions to care for their hair.

We invite you to follow us on Instagram @Kerastase_official and join the Kérastase Club.

Official hashtags: #CraveTheIconic #KerastasePH

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