DARE TO CARE
Kérastase underpins brand values and commitment to travel retail
As the world’s leading luxury professional haircare brand, Kérastase certainly knows a thing or two about challenging convention. In a world in which hair routine was purely about hygiene, Kérastase invented the concept of caring for hair. Constantly pioneering in the art of care, Kérastase invented the first care shampoo, the first scalp treatment, the first haircare mask and the first haircare serum.
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. Leveraging its high brand equity in the salon world, Kérastase launched in travel retail in 2014, working as a champion for the haircare category in the channel.
And while haircare may still be considered a niche category in travel retail, the category has been growing at an impressive rate, recording a +12% increase in 2022.
As a leader in the salon professional world and with a network of over 70 points of sale in global travel retail, Kérastase is in prime position to leverage haircare opportunities in travel retail, recruit new consumers, enhance conversion and drive wider category growth. All this underpinned with its mission of offering cutting-edge, luxurious, science-backed professional products – always supported by a personalised shopping experience.
In travel retail, Kérasaste is committed to empowering travellers to express their own beauty by providing the best haircare products for their journeys, no matter where they are. And despite the significant headwinds caused by the COVID-19 pandemic crisis, Kérastase’s performance in the channel has been robust – enjoying triple digit growth in 2022.
“One key to Kérastase’s success is luxury retail excellence,” says L’Oréal Travel Retail Active Cosmetics & Professional Products Divisions General Manager Anne-Laure Lecerf. “Kérastase is a luxury brand and we are keen to promote this image in-store. We’re introducing our new retail concept next year, which is more sophisticated, beauty-tech and expert driven.
All this and more is testament to the fact that Kérastase has and always will be, a pioneer for the future of haircare. As a leader in the luxury professional sector and with growing opportunities in haircare in travel retail, the brand is perfectly poised to help L’Oréal Travel Retail in its mission to create the beauty that moves the world and offer beauty for all travellers.
“One key to Kérastase’s success is luxury retail excellence”
L’Oréal Travel Retail Active Cosmetics & Professional Products Divisions General Manager Anne-Laure Lecerf
Spotlight Series - April 2023