‘Beautiful Hair Ready to Travel’: Kérastase’s new concept targets on-the-go haircare

L’Oréal Travel Retail has introduced a ‘Beautiful Hair Ready to Travel’ concept in Kérastase stores worldwide.

L’Oréal said the initiative “brings a sense of travel to haircare for the first time” and provides travellers with new solutions to everyday problems.

“Beautiful Hair Ready to Travel is an opportunity to link the brand to travel and create a sense of place in the Kérastase stores across the world,” L’Oréal said. The company described the initiative as a “new illustration of elevated and unique customer experience”.

The concept uses eye-catching dedicated visuals to encourage customers to enter Kérastase salons. There they are offered bespoke easy-to-follow travelling tips, with Huile Elixir Ultime as a highlighted product.

Beautiful Hair Ready to Travel: With a spotlight on Kérastase Huile Elixir Ultime

L’Oréal said this “must-have” product is considered the best travel partner, bringing identified benefits for all travellers and all types of hair. Huile Elixir Ultime leaves hair two times less static, helps reduce split ends and controls frizz.

A ‘flash service’ will be offered by Kérastase experts, who will recommend two different hairstyles suited for travelling that use Huile Elixir Ultime: one style for shiny and smooth hair and another easy-tied high bun or side braid for moisturised and tamed hair.

“Travellers will leave with the knowledge of how to protect their hair during their trips away,” L’Oréal said.

Kérastase commands a bold presence at Downtown Duty Free Puerto Iguazú and (below) at Beirut-Rafic Hariri International Airport.

A leaflet with two illustrated tutorials using Huile Elixir Ultime, along with on-the-go haircare tips, will be offered to every customer even if they do not use the flash service.

Kérastase experts will also recommend must-have routines, which are available in exclusive travel sets.

Five minutes is all it takes for the Kérastase experts to pass on their tips to travellers.

L’Oréal said the five-minute expert diagnosis, with a hair & scalp profiler, and a personalised recommendation provided by dedicated Kérastase hairdressers, appeals to travellers. “For the vast majority the Hair & Scalp Profiler is a first-time experience, credible and personalised, that leads to over 70% customer conversion in several Kérastase counters,” the company added.

“The brand’s unique and professional expertise is highlighted through high-quality haircare services, and high-end products with rare and highly-concentrated ingredients and routine sets exclusively available in airports.”

Kérastase products to the fore at São Paulo Interntional Airport and (below) at DXB (Dubai International).

Kérastase’s DNA is based on three pillars: professional, luxury, and care. It was introduced into travel retail at the end of 2014 and its network now includes over 30 stories in major airport locations including Dubai, Moscow, Madrid and Buenos Aires.

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