In a world in which hair routine was purely about hygiene, Kérastase invented care for hair in 1964. Since then, Kerastase has been offering the best of professional and luxury haircare, pioneering the 1st scalp care, the 1st hair mask and the 1st hair serum.
This 2020, Kerastase will launch Genesis, the first Anti Hair-Fall and Hair Nourishment Ritual that breaks the norms.
88% of women around the world claim to experience hair-fall, which particularly affects a growing part of young women (40% of women have hair-fall before 35 years old). Searches around hair-fall are booming with hair fall representing 50% of top beauty searches on Google & YouTube. In the Philippines, hair-fall garnered more searches than Dry Hair, Frizzy Hair or Damaged Hair in 2019.
Out of the 88% who experience hair-fall, only 10% treat it because clients are unsatisfied with the current offer: inconvenient, shameful, too masculine, too medical and very polarizing. It makes them choose between two solutions: to treat hair-fall from fiber breakage or to treat hair-fall from roots. Clients want a complete and encompassing answer that gives them the instant results from hair care with the efficacy of anti hair-fall.
This is where Genesis breaks the norms.
Genesis creates a new standard of feminine hair-fall care: empowering not shaming; supportive not belittling. It broke the norms to create a solution that is efficient and pleasurable – desirable packaging, delightful textures and addictive fragrance. This launch furthers Kerastase commitment to offer innovative products to tackle modern challenges with an edge – because women need efficient solutions, not judgements.
ANTI HAIR-FALL + HAIR NOURISHMENT RITUAL
Stronger hair roots. Stronger hair fibers.
84% less hair fall.
The first range to treat both kinds of hair-fall, from the roots and from fiber breakage, for all women, in all lifestyles, with all degrees of hair-fall. A collection of 9 products, backed by a panel of experts, supercharged with the most potent complex compounds, Genesis becomes a routine for all.
BACKED BY A PANEL OF 3 EXPERTS
Kerastase has partnered with three experts to provide professional answers in their expertise on hair-fall. These experts share advices on how to make hair-fall stop as soon as possible. Through Genesis and a healthy lifestyle, clients are given a holistic answer.
HAIRDRESSER: DAVID LUCAS
David Lucas is one of the top French hairdressers and is responsible for some of the most beautiful hair styles in Paris. Every day in his salon he is confronted to women experiencing hair-fall. From diagnosis to product recommendations, his valuable experience and fiber knowledge provides care tips on hair-fall due to breakage and how to minimize it. He provides advices about hair accessories and adapted hair-fall gestures.
NUTRITIONIST: DR. MEGAN ROSSI
Dr. Megan Rossi is a dietitian with a PhD in gut health. She is a Clinical dietitian, a sports nutritionist and a research fellow at King’s College London, who is known for empowering people to take good care of their gut as an effective way to enhance overall health and wellbeing. Stopping hair-fall starts with a healthy lifestyle, and her expertise sheds light on the link between hair-fall and diet, providing key tips to minimize hair-fall.
DERMATOLOGIST: DR LAURA SCOTT
Dr. Laura Scott is a medical doctor from Harvard Med School and a dermatology resident at the University of Miami. She is dermatologist, a blogger, and a mom of three girls. She is used to hearing about women suffering hair-fall from all ages and with different lifestyles from stress, pollution to the impact of pregnancy. Her skin and scalp expertise decodes the science behind hair-fall and provides advices and solutions.
POTENT STRENGTH ACTIVATING COMPLEX
Known for its ability to protect against external aggressors.
EDELWEISS STEM CELLS
Capable to resist the most extreme conditions. Known in skincare for its antioxidant power and collagen preserving properties.
Helps hair to anchor more solidly into the scalp and prevents collagen from hardening around hair follicles
ROUTINE FOR ALL
With 9 products in the range, Genesis enables each client to have a personalized care routine, based on hair type and hair-fall intensity. For all women in any aspects of their life – from the fine hair to the thick, to those with oil or dry roots, to the young mother, the go-getter.
YOUR IN-SALON RITUAL
Start your hair transformation by getting your in-depth hair diagnosis in partner Kerastase salons to understand the state of your hair-fall. The Kerastase hairdressers are trained to advise and prescribe you retail and in-salon treatments like the Genesis Fusio-Dose Treatment for an instant hair boost to make hair fibers stronger, softer and shinier, making your fiber more resilient to damage and breakage by plumping the fiber.
YOUR AT-HOME RITUAL
Genesis offers 7 retail products to address hair-fall wherever you go. A shampoo, conditioner, mask, leave-on, serum and ampoules give your hair and roots the daily fortifying and strengthening it needs to combat hair-fall. The range is complemented with two star products, the Serum and Ampoules. The Anti Hair-Fall Fortifying Serum continuously strengthens hair’s resilience to falling, while the Anti Hair-Fall Fortifying Ampoules reduce intense periods of hair-fall. With Genesis, you don’t need to compromise to get results, because you get both intensive care and anti hair-fall performance.
The campaign, shot by Inez & Vinoodh, Dutch Fashion photographer duo and movie by Louis de Caunes, Fashion Director expresses the new, positive, attitude towards hair-fall. An aspirational campaign as an ode to femininity and empowerment. What would you do if you were not afraid of falling? With Genesis, never be afraid of falling. #NeverFall
Kerastase is available in select salon partners, through HairMNL.com and in the following counters: SM Megamall, SM Mall of Asia, SM Cebu and NAIA 3 Local Departures. For the full list, search Kerastase PH on Facebook.