Kérastase lures travellers with on-the-move haircare advice

By Luke Barras-hill |

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L’Huile Elixir Ultime is reported to reduce hair static and split ends while controlling frizz for ultimate shine.

A new initiative from L’Oréal Travel Retail brand Kérastase Paris is heightening travellers’ awareness of haircare regimes.

‘Beautiful Hair Ready to Travel’ is designed to forge a link with the brand to travel while creating a sense of place.

Eye-catching visuals invite customers to enter Kérastase salons where they will be offered tailored tips on maintaining and protecting their hair, in particular using the L’Huile Elixir Ultime.

Brand experts are on hand to offer flash services to travellers, who will be presented with two different hairstyles using the product – one for ‘effortlessly chic’ shiny and smooth hair, or an easy tied, high bun or side braid alternative for moisturised and tamed hair.

HAIR CATEGORY ‘AMOST NON-EXISTENT’

Travellers will leave the store – irrespective of whether or not they choose a flash service – with a leaflet with two illustrated tutorials on how to use L’Huile Elixir Ultime.

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A customer receives haircare advice at Paris Charles de Gaulle Airport.

Since entering travel retail in 2014, Kérastase Paris has grown its global presence to 30 points of sale, including at international hubs in Dubai, Moscow, Madrid, Buenos Aires and others.

Professional expertise is provided through its haircare services and products, many of which are available in airport exclusive sets.

“At Kérastase, there is not one single interpretation of beauty but an infinity,” read a statement. “The brand enhances all types of beauty, cultures, visions, and all types of hair for all travellers. Given the almost non-existent hair care category in travel retail, Kérastase is bringing one of the world’s largest beauty categories, fully incremental sales and praised services to travellers and to the channel.”

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