Kérastase by L’Oréal
Hair Management — a new quest for perfection
For Kérastase, it's a never-ending quest. L'Oréal Advanced Research decided to focus on women's dissatisfaction with their unmanageable, frizzy or undisciplined hair. The researchers took to heart women's desire for "obedient" hair that does exactly what they want it to do. In perfect affinity with their personalities.
Women want to control their hair through styling, but they want control with a free, light hand. Whether they have loose curls, tight curls, wavy or straight hair, women of every origin all dream of the same thing: vibrant blow-dry styling results that guarantee beautiful, supple, fluid, sensual, perfectly smooth hair. In a certain way, it's about control without rigidity.
Movement is a science — 7 years of study for L'Oreal Advanced Research
The perpetual movement machine
For Kérastase, women's needs and desires are what truly motivate us. L'Oréal Advanced Research worked seven years on minutely observing every parameter of "perfect" hair. With Move Hair, the power to duplicate everyday movement even changed the way we perceive the hair, enabling and enabled a brand new service: Discipline.
The formula that leads the dance
Since there's no such thing as perfect choreography without individual discipline, Kérastase helps tame the hair fibers on two different levels: in-depth for a solid structure and on the surface for flawless finish. If the promise made by Discipline is a promise that breaks with the past, it's thanks to the combined action of Morpho-Keratine, a new and extraordinary hair discipline complex, and Research Ceramide, an exclusive bio-mimetic ceramide.