Currently, the top hair concern among millennials is not one of the usual suspects such as dryness or damage, but hair fall. However, traditional hair-loss products represent only 8% of the market today. This is why Kérastase sought to launch Genesis, a potent anti hair-fall line which addresses the two main causes of hair fall, weakened roots and breakage.

The hair-fall market is dominated by medical products which are predominantly marketed to men. 88% of women experience hair fall and 40% of women do so under the age of 35. Hair fall is triggered by multiple factors: stress, hormonal changes, diet, styling tools, pollution and weather.

Genesis is a revolutionary solution to hair fall. The collection combines powerhouse ingredients in potent formulations that reduce hair fall due to both of its causes.

With input from hairdressers, nutritionists and dermatologists, the brand has created an advanced protocol to cut down on hair fall instantly and over time. Clinical tests reveal that with continued use, Genesis can reduce hair fall by -84% and enhance fibre strength and retention.

Kérastase Head Engineer for Product Performance Edine Ahbich comments: “An original molecule developed by L’Oréal Research, Aminexil can be used as a cure to counteract hair fall in the spring and then in autumn, so it offers full,year-round protection of the collagen shaft that surrounds the bulb.

“It has been tested in placebo-controlled, clinical studies and proven effective at reorganising extracellular collagen networks. This miracle molecule is an essential ally in our efforts to keep the hair well anchored in the bulb, for better intake of nutrients essential to healthy hair generation.”