Kerastase Discipline hair-taming line

Published: 2014-05-16 by Marina Milojević in Hair

Kérastase, the famous Parisian luxury hair care brand is celebrating its 50th anniversary this year. To mark this special occasion, Kérastase has prepared an exciting new launch, a completely revolutionary hair-taming collection named Kérastase’s Discipline!

Kérastase Discipline is developed for a very specific group of customers – for people who are not graced with easy-manageable hair. If you hair is frizzy, unruly and very hard to tame Kérastase promises to bring a solution that would work for a long time. The Kérastase Discipline is described as a completely nonaggressive, noninvasive and caring treatment that promotes the repair of hair to tame and restrain it without making it stiff and immobile. Kérastase Discipline treatment is different from all traditional at-home smoothing treatments and in-salon permanent treatments. While the home treatment can weigh hair down, and professional treatments may lead to artificial-looking hair, the Kérastase Discipline tames the unruly hair by creating natural-bouncing locks. Kérastase Discipline is formulated with Morpho-Keratine complex, which blends serine, glutamic acid, arginine and wheat protein – ingredients responsible for consolidating hair fibers and creating a smooth and soft surface. After the three-step treatment – which takes about 45 minutes to complete and doesn’t involve any chemical alteration of hair fibers – the hair should be easier to blow-dry, it will he even more shiny, more resistant to humidity, and frizz-free for no less than 72 hours.

Kérastase Discipline line includes the 250-ml. Kérastase Discipline Bain Fluidealiste for 19.50 euros; the 200-ml. Fondant Fluidealiste for 32 euros; the 200-ml. Maskeratine for 38 euros, and the 150-ml. Fluidissime for 25 euros. The collection is launching in mid-May in Europe, and a bit later in Asia – in mid-July. The U.S. launch is scheduled for July 15th, and South America will get the collection somewhere in September. Kerastase Discipline hair-taming line

The face of the promotional campaign is Diana Vishneva, the prima ballerina of Russia’s Mariinsky Theater. As Vincent Nida, general manager worldwide, explains: “She really represents perfectly what we want to say — she has incredible discipline, is a super hard worker, very focused. At the same time she is beautiful and has amazing grace.”