COVER STORY
ABSOLUTE CARE
Emily Ratajkowski
The inclusion of such amino acids have a special ability to penetrate and reinforce weak hair from within, acting like a building block to strengthen the FROM REINVENTING HAIRCARE IN 1964 TO structure of the fibre. Other organic acids ensure BREAKTHROUGH COLOUR CARE IN 2022 KÉRASTASE softness, shine and exfoliating properties. CHROMA ABSOLU EXPANDS COLOUR CARE TO A Created by French perfumers Dominique HazaelFULL SPECTRUM OF SHADES, TEXTURES AND HAIR Massieux and Isabelle Abram, the Chroma Absolu FREQUENCIES. LAUNCHING IN JUNE, YOUR CLIENTS CAN fragrance features neroli as its hero note. It creates an EXPECT THE UTMOST COLOUR PRESERVATION WHILE intense, 72-hour halo of florals grounded in earthy RAPIDLY IMPROVING THE HEALTH OF THE HAIR. wood and musk – a sophisticated signature scent that matches the vibrance and freedom of expressive hair colour. hroma Absolu is a complete, customisable colour Chroma Absolu has also undergone a process of creation with a care collection, hair is supported from the inside green transformation, with ingredients developed from renewable out, no matter the colour result. This new collection organic matter as well as production processes that obtain highcracks the code to colour care by taking a powerful, performance ingredients of natural origin, using living tools. skincare-inspired approach to building and Global brand ambassador Emily Ratajkowski launched the maintaining the health of the hair fibre from within. Parisian campaign to her 30 million Instagram followers and Kérastase conducted research across the three main enemies recommends the range as a must-have, elevating the luxury of colour preservation; water, light and combing. It’s proven technology with her immense star power. that water penetrates more easily into colour-treated hair, causing protein disruption and colour fading whilst UV rays deteriorate both colour and natural pigment, and cause lipid THE LINE UP: loss. Hair also becomes dull and weak with simple styling The Absolu Chroma collection includes Bain Chroma Respect gestures such as combing and brushing, which deplete hair’s (hydrating) and Bain Chroma Riche Respect (nourishing) bath/ protein matter over time, and cause breakage, dullness and a shampoo. Conditioning can be done with three different formulas; frizzy appearance. To repair and assist with the hair’s porosity with Fondant Cica As colour is one of the highest priorities for consumers, Chroma, to conquer deep porosity problems with Masque Chroma Kérastase has harnessed its ability to instantly transform Filler and to resurface hair and increase hair shine with Soin Acid looks and attitudes towards colour maintenance. Chroma Chroma Gloss. Absolu makes it possible to achieve exhilarating results while In-salon treatment services are extremely important for maintaining excellent hair integrity. Using a strategic suite of coloured hair and Kérastase have included Sérum Chroma powerful acids known for their healing properties, the Chroma Thermique as a post colour intense caring concentrate, a fusioAbsolu formulas penetrate the fibre to the core, caring from the done Fondant Cica Chroma as a post colour intense caring booster inside out to preserve colour and leave hair soft and hydrated, and Concentré Acide Aminé Acid Sérum as a concentrated serum with intense shine. for post colour intense caring concentrate. Inspired by the most effective skincare ingredients on the Such a line up affords salons the opportunity to build a perfect market, Chroma Absolu uses these specialties in science to regime for three different colour clients; those who have issues uncover bio-based acids and one ancient herb, incorporated into with base colours, oxidation as well as underlying tones, the the formula through a biotechnology process. Known as Centella long-time user who has roots only colouring leaving the hair with Asiatica, this powerful medicinal herb is indigenous to Central frizz and dry texture, and the serial colourer, who is constantly Asia. Extracts of this traditional regenerative plant have been lightening with intense colour pigments. Enter a new world of known to have soothing and antioxidant properties – beneficial colour problems solved with Kérastase Chroma Absolu. for hair weakened by colour treatments. To learn more visit www.kerastase.com.au
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