Introducing a game-changing concept to the world of hair styling, Kérastase Paris has launched the new reworkable heat lotion, L’INCROYABLE BLOWDRY. This incredible blowdry cream provides optimal shapeability and infinite options to style and restyle, making blowdrys last longer with no stiffness. Kérastase’s newest styling product creates soft and luscious hair, infused with life and movement, while maintaining unprecedented styling power.

One of the world’s most in-demand supermodels, Anja Rubik, is the face of the Kérastase ‘Visions of Style II’ campaign for L’INCROYABLE BLOWDRY. This transformational visual series brings L’Incroyable Blowdry to life through a collection of 10 images depicting dynamic new hairstyles, encouraging women to be whoever they want to be, any day of the week.


What is like to be the face of the ‘Visions of Style II’ campaign for L’INCROYABLE BLOWDRY?

I’ve been faithful to Kérastase products for many years. I’m so happy to be the face of ‘Visions of Style II’ because Kérastase reflects my personality. There is a truly unique, luxurious quality to the brand, as well as a transformative element. For me, it’s important to grow and constantly change and evolve. I love that L’INCROYABLE BLOWDRY empowers you to be whomever you want to be by making it so easy to style and restyle your hair.


Which L’INCROYABLE look was your favourite? Why?

L’Audacieuse, because it felt really sleek and cool yet classic and chic at the same time.


Why do you think that it’s important for women to feel beautiful? What role does hair play in achieving beauty?

Hair frames the face and can completely change a look. You can make a look more elevated and elegant if your hair is ‘done’ or dress down a look and make it more disheveled and cool if you wear your hair messier.


They say beauty is not only skin deep. What is your vision of ideal beauty?

True beauty is strength, confidence and kindness. You’ve been in the fashion world for a long time, but you’ve always kept your head on your shoulders and stayed focus.


What part of your personality do you think allowed you do to so? 

I’ve used every experience as an opportunity to learn which has been so valuable. I am also quite self aware and listen to my gut instincts, which have never led me astray.



L’INCROYABLE BLOWDRY is the first Kérastase product to feature the patent-pending technology, Stimuli Responsive Styling. L’INCROYABLE BLOWDRY’S perfectly optimised blend of non-sticky beeswax micro particles formulated with a strengthening agent is stimulated by heat. When heat is applied, L’INCROYABLE BLOWDRY gives hair the flexibility to be style as desired. If heat is then reapplied, the polymers reactivate and allow the product to move – enabling the user to restyle for a completely new look.

“Embodying the ‘Kérastase touch’, which is a signature of the Couture Styling collection, L’INCROYABLE BLOWDRY provides ultimate styling capability without comprising luxurious hair quality,” said Kérastase National Marketing Manager, Alexandra Shadbolt. “Kérastase is excited to be bringing a market-leading product into the haircare industry that not only addresses a high consumer need but is first to use the active ingredient Stimuli Responsive Styling.”


To use, apply L’INCROYABLE BLOWDRY onto damp hair. Once heat is applied and the micro particles melt, the style is locked in. L’Incroyable Blowdry can then be reactivated up to four times until the next hair wash, without creating any damage to the hair fibre. L’INCROYABLE BLOWDRY is also compatible with leave-in styling or rinse-out haircare products, making it even more versatile.

L’INCROYABLE BLOWDRY (RRP $40) is available in Kérastase Paris consultant salons nation-wide. To locate your nearest salon visit or phone 1300 651 991.



About The Author

Katherine Ng

Katherine is not your typical Beauty Editor. Finance consultant by day and beauty and fashion addict at all other times, Katherine spends her hard-earned money helping the Australian and international economy with her never ending pursuit of everything pretty. A keen traveller, Katherine still holds dear her Melbourne roots with an overflowing wardrobe filled with black clothes, shoes and handbags. Katherine also has a deep love of food and wine, and you can find those adventures on instagram at @thegreedykat Email: [email protected] Twitter: @kath_couturing Instagram: @kath_ng

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