INFEATURE: MANIFEST YOUR GREATNESS

MANIFEST YOUR GREATNESS

WELCOME CURL MANIFESTO FROM KÉRASTASE, WHERE SELF EXPRESSION MEETS LUXE.

Embracing your natural texture, your curls and your self-expression is pivotal in 2022, and a new collection from Kérastase pairs that sense of identity with the brand’s requisite and renowned luxury DNA. Meet Curl Manifesto, elevated and supported through the science, development and indulgence that defines Kérastase, with the ultimate goal of perfecting and catering to curls.

Touted as the ultimate professional care for all curls and coils, the five-product exclusive collection of luxury curl care aids wavy to curly, very curly or coily hair types in various tailored routines. Built to add hydration, strength and definition to hair, the products are anchored by Hydrating Manuka Honey, cementing ceramides and defining Glycerin in these pursuits. Top-tier care allows your clients to wear their curls with pride and confidence, celebrate hair in every texture and be empowered to embrace their texture at its best.

Scientific research conducted by the brand’s Research & Innovation team, in analysing all types of curls in 23 countries including Brazil, the US, the UK and France, outlines why curly hair is the most demanding to treat and care for, with products needing to address what can be more dry, porous, fine, fragile and breakable hair textures. The spiral shape of curls can also make it more difficult for product to be applied evenly from root to tip. These challenges show that curls can suffer from a lack of nourishment, unwanted frizz and tangles and humidity, and that incorrect products can weigh curls down in routines where it is already difficult to maintain care and long-lasting definition.

The collection addresses these concerns with its three hero ingredients, where science meets luxury for optimal care. Cementing Ceramide was developed and patented through four years of research to fight fragility and mimic the hair’s cement deep inside the cortex, imbuing the hair with strength, elasticity and suppleness, as well as protection from environmental stressors. Manuka Honey is a natural nutrient from New Zealand that hydrates and is rich in micronutrients to nourish and activate full, glossy curls. Defining Glycerin is a moisturising, emollient and protective agent, allowing natural oils and caring agents to cover the hair more seamlessly, and with high humectant properties that offer definition from root to tip. An alluring fragrance of jasmine petal and frangipani flower as top notes, and with heart and base notes that include nougat, white musk, honey milk and tuberose petal, adds to the collection’s sense of luxury.

These ingredients and developments combine to create the Curl Manifesto collection – a modular, customisable system for all curl types, delivered in five high-end products and through stages of Bathe, Treat, Prime and Style and Refresh. The first product is the BAIN HYDRATATION DOUCEUR, to cleanse hair gently without unnecessary weight, enhance the curl pattern, hydrate and volumise. The FONDANT HYDRATATION can be 98 per cent more detangling than comparative products, and offers immediate hydration with frizz control and anti-humidity, becoming the first product in the treat phase. The MASQUE BEURRE HAUTE NUTRITION then reconstructs the hair for over 52 per cent stronger curls and offers 81 per cent more nourishment and promotes elasticity and bounce in extra-nourishing care, as another treat option. The curl type will determine the correct treat product best suited for your client.

The CRÈME DE JOUR FONDAMENTALE is a daily leave-in treatment that locks in nourishment to detangle, define and lock in nourishment. The REFRESH ABSOLU finishes as a second-day curl refreshing spray for more than 74 per cent definition, as well as 63 per cent softness, 73 per cent hydration and to combat humidity.

These products dynamically combine to address various curly types, which all have versatile needs. The very curly type can be more porous and a tighter curl shape means it can be more challenging for natural moisture to reach the ends, meaning layered products must deliver nourishment, hydration and strength. Clients can mix and match the products in their hair rituals for truly tailored care, becoming the epitome of luxury. For very curly hair types, all four phases are recommended with the MASQUE BEURRE HAUTE NUTRITION advised for extra-rich nourishment, as a hero step.

Coily hair types require similar nourishment, with a zig zag pattern and dense curls near the scalp. Curls can be at risk of breakage and very dry, so nutrition, strength and definition is key, through the use of multiple and- intense treatments, as natural oils have a more difficult time travelling down the hair. The MASQUE BEURRE HAUTE NUTRITION is again vital for this type.

The wavy to curly type has an A shape, requiring definition and lightweight care, although product is more easily and evenly applied. In this routine, the FONDANT HYDRATATION ESSENTIELLE is selected as a more lightweight treatment option.

As expected, Kérastase continues to define modern luxury. In 2022 that means customised care, a focus on science, research and the highest-end ingredients, truly understanding and catering to consumers and putting yourself – but your very best self – first. Curl Manifesto checks all the boxes, merging luxury and selfexpression and never looking back.

For more information visit www.kerastase.com.au