Kate Moss is the new face of Kérastase. The supermodel will promote the brand's debut hair styling products line. The L’Oréal-owned hair care brand is now moving into styling with 11 new products which are inspired by skin-care formulas and textures, meaning that it will feature ingredients like collagen and micronized polymers. The move is a well justified one if we consider the fact that the brand has almost 50 years of experience in the hair care industry.
The new line is meant to expand the possibilities offered by the brand according to Julien Bouzitat, vice president of marketing for Kérastase Paris, who told WWD: “We’ve built a brand about hair care and it is really important for us to go into styling. By entering styling, you enter the dimension of artistic inspiration for the salon community and the consumer.” Not just the label is venturing into something new. Despite the fact that we've seen Kate Moss in countless fashion campaigns, this is the first time she's doing a hair care campaign.
What makes her the perfect choice for the label? According to Julien Bouzitat, “She is kind of a chameleon woman in that she [can sport] casual, cool beachy waves or a sophisticated full-on blowout. We think she’s going to be appealing to a lot of women.”Naturally, the supermodel is happy with the gig and the way the campaign turned out: “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,” she stated.
The first Kérastase hair styling line has two sublines: Construct and Finish. The Construct subline features: Spray à Porter, a beach spray, Lift Vertige, a root lifter, Forme Fatale, a blow dry gel, hair-thickening Mousse Bouffante and Boucles d’Art, a curl shaper. The Finish subline is more extensive consisting of Touche Finale, a shine serum, Short Mania, a semi-matte sculpting paste, Gloss Appeal, a shine spray, Laque Dentelle and Laque Couture, hairsprays with flexible and medium hold, respectively and a dry shampoo called Powder Bluff.