FROM THE EDITOR
A champion for luxury professional haircare
Welcome to the latest edition of The Moodie Davitt Spotlight Series eZine, in which we tell the story of Kérastase, a leader in luxury professional haircare which is leveraging its brand equity and professional expertise to propel the haircare category in travel retail.
For over 55 years in 64 countries, the brand has built its reputation on delivering exceptional performance on scalp and hair through high-quality professional products and bespoke in-salon treatments. Since 2014 it has also been championing the haircare category in travel retail.
We highlight Kérastase’s pioneering anti-hair fall line Genesis. While hair fall is one of the key concerns for millennial women today, anti-hair fall products make up only 8% of the market with most products often catering to men. Genesis is Kérastase’s answer to hair fall, tackling the problem from root to ends.
In these pages, we trace Kérastase’s expansion in the channel and how it grew its 70-store strong travel retail network in just eight years. We dig deep into the brand’s mission of care, as it expands its care-first ethos not just to women’s hair but also to the planet and by empowering women through the Power Talks programme.
In line with its mission to empower women in their haircare journey, Kérastase has launched the mentoring and training programme that helps women become more self-confident. Power Talks aims to help more than 15,000 young women through mentorship and focused support networks globally by 2025.
We also explore the brand’s sustainable transformation as it minimises its carbon footprint, streamlines its packaging and reimagines its portfolio to offer more refillable lines. We also look at how the brand is bringing beauty tech to the fore through the new Kérascan hair diagnosis device and see how the power of a professional can drive recruitment and conversion.
Finally, we speak to L’Oréal Travel Retail Active Cosmetics & Professional Products Divisions General Manager Anne-Laure Lecerf who discusses the brand’s role in recruiting new customers to the channel and growing the wider haircare category.
She also talks about haircare’s positive trajectory in the channel and why Kérastase is the brand to unlock further opportunities in haircare. We hope you enjoy this dazzling edition, which underscores Kérastase’s position as a champion for haircare and for women now and in the future.
The Moodie Davitt Report Brands Director Hannah Tan-Gillies
Spotlight Series - May 2023