Luxury hair care brand Kérastase is unveiling its most interactive consumer activation to date with the launch of the House of Gloss, a week-long experiential pop-up celebrating its new collection, Gloss Absolu.
Taking place between 10 and 18 May at 59 Greek Street in London’s Soho, the pop-up invites consumers to explore the brand’s hero innovation Gloss Absolu, through immersive experiences.
This includes expert masterclasses and hands-on education designed to elevate the haircare journey.
At the heart of the experience is the new Gloss Absolu range, which introduces a patented technology Kérastase calls Hydra Glazing.
“This collection addresses a rising consumer desire, particularly amongst Gen Z, for glossy, bouncy hair,” Hussein Jaber, Kérastase UK General Manager, told Cosmetics Business.
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