COVER STORY: ABSOLUTE CARE

ABSOLUTE CARE

FROM REINVENTING HAIRCARE IN 1964 TO BREAKTHROUGH COLOUR CARE IN 2022 KÉRASTASE CHROMA ABSOLU EXPANDS COLOUR CARE TO A FULL SPECTRUM OF SHADES, TEXTURES AND HAIR FREQUENCIES. LAUNCHING IN JUNE, YOUR CLIENTS CAN EXPECT THE UTMOST COLOUR PRESERVATION WHILE RAPIDLY IMPROVING THE HEALTH OF THE HAIR.

Chroma Absolu is a complete, customisable colour care collection, hair is supported from the inside out, no matter the colour result. This new collection cracks the code to colour care by taking a powerful, skincare-inspired approach to building and maintaining the health of the hair fibre from within.

Kérastase conducted research across the three main enemies of colour preservation; water, light and combing. It’s proven 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 loss. Hair also becomes dull and weak with simple styling gestures such as combing and brushing, which deplete hair’s protein matter over time, and cause breakage, dullness and a frizzy appearance.

As colour is one of the highest priorities for consumers, Kérastase has harnessed its ability to instantly transform looks and attitudes towards colour maintenance. Chroma Absolu makes it possible to achieve exhilarating results while maintaining excellent hair integrity. Using a strategic suite of powerful acids known for their healing properties, the Chroma Absolu formulas penetrate the fibre to the core, caring from the inside out to preserve colour and leave hair soft and hydrated, with intense shine.

Inspired by the most effective skincare ingredients on the market, Chroma Absolu uses these specialties in science to uncover bio-based acids and one ancient herb, incorporated into the formula through a biotechnology process. Known as Centella Asiatica, this powerful medicinal herb is indigenous to Central Asia. Extracts of this traditional regenerative plant have been known to have soothing and antioxidant properties – beneficial for hair weakened by colour treatments.

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 structure of the fibre. Other organic acids ensure softness, shine and exfoliating properties.

Created by French perfumers Dominique Hazael- Massieux and Isabelle Abram, the Chroma Absolu fragrance features neroli as its hero note. It creates an intense, 72-hour halo of florals grounded in earthy wood and musk – a sophisticated signature scent that matches the vibrance and freedom of expressive hair colour.

Chroma Absolu has also undergone a process of creation with a green transformation, with ingredients developed from renewable organic matter as well as production processes that obtain highperformance ingredients of natural origin, using living tools.

Global brand ambassador Emily Ratajkowski launched the Parisian campaign to her 30 million Instagram followers and recommends the range as a must-have, elevating the luxury technology with her immense star power.

THE LINE UP:

The Absolu Chroma collection includes Bain Chroma Respect (hydrating) and Bain Chroma Riche Respect (nourishing) bath/ shampoo. Conditioning can be done with three different formulas; To repair and assist with the hair’s porosity with Fondant Cica Chroma, to conquer deep porosity problems with Masque Chroma Filler and to resurface hair and increase hair shine with Soin Acid Chroma Gloss.

In-salon treatment services are extremely important for coloured hair and Kérastase have included Sérum Chroma Thermique as a post colour intense caring concentrate, a fusiodone Fondant Cica Chroma as a post colour intense caring booster and Concentré Acide Aminé Acid Sérum as a concentrated serum for post colour intense caring concentrate.

Such a line up affords salons the opportunity to build a perfect regime for three different colour clients; those who have issues with base colours, oxidation as well as underlying tones, the long-time user who has roots only colouring leaving the hair with frizz and dry texture, and the serial colourer, who is constantly lightening with intense colour pigments. Enter a new world of colour problems solved with Kérastase Chroma Absolu.

To learn more visit www.kerastase.com.au