Kérastase
The Brand
In the luxury hair care category, Kérastase has no peer. With an undeniable heritage behind it—they actually invented luxury hair care in the 1960s—the brand makes elite Parisian beauty rituals a reality in salons and homes around the world.
The Task
To leverage its towering heritage and enduring cult status, Kérastase needed a comprehensive brand voice strategy and intensive global style guide to govern communications across all platforms and touchpoints. The voice needed to reflect the brand's new definition of luxury as a bespoke endeavor and capture the spirit of its tag line, "Very Personal Care For Exceptional Hair."
The Execution
We developed a formula for a consistent brand voice that remains undeniably chic while imparting warmth, personal charm and French-woman cool. The style guide, to be followed by anyone communicating for Kérastase worldwide, includes an in-depth brand voice description, as well as a set of specific directives for tone, syntax and social media interactions. The objective is that every point of contact should position Kérastase as a source of advanced information on the subject of hair care, while reflecting very personal insight into the daily lives of stylists and clients. We applied the formula to copy for a number of Kérastase projects, from digital campaigns to ongoing social media content.
Projects
Event Copy:
Power Talks Paris 2023
74% of women say they lack confidence, compared to men, in their career-defining moments. In an effort to close the “confidence gap” the Kérastase brand cause provides mentoring for young women. Understanding intimately the power of storytelling to change the world, the brand hosted it’s annual global “Power Talks” event in October 2023, featuring copy by c.black on the walls of Paris’ iconic Palais de Tokyo.
Publicity:
Editorial Dossiers
Each groundbreaking Kérastase product launch requires a hard look at how the new range will fit into the brand’s unique positioning. With every drop, we create a verbal world for the new product line to exist and a detailed, multi-page press kit that highlights the hair technology as an answer to consumer desires and editors’ demands.
Print Collateral:
Power Talks Book
To commemorate the brand’s first-annual Power Talks women’s empowerment conference, we edited a compilation of speeches and conversations that took place at the event in October 2022. Featuring advice and allegory by celebrities, artists and business leaders such as Emily Ratajkowski and Kérastase President Rosa Carriço, the book includes powerful pull quotes and original introductions in an impactful, artful layout that brings the brand cause to life.