Kérastase Paris has created a new vision of naturally luxurious haircare with the launch of the new Aura Botanica collection. A brand-first for Kérastase, Aura Botanica delivers naturally-enhanced healthy hair without any compromise on product performance. The environmentally-conscious collection comprises a new in-salon ritual and at-home regime, suitable for all hair types.
Reflecting Kérastase’s global brand promise of creating ‘Very Personal Care for Exceptional Hair’, Aura Botanica addresses the demands of the environmentally-conscious woman, who is passionate about naturally-based products. The need for a solution for this customer segment is considerable; the natural haircare category has grown by 87 per cent in three years, driving haircare category growth of 14 percent worldwide.
Ingredients aside, this customer wants to ensure her haircare delivers a high standard of cleansing, nourishing and treatment without having to compromise on performance. Traditionally, natural haircare has meant latherless shampoos and oil treatments that weigh hair down. For Aura Botanica, Kérastase’s scientific team has conducted extensive research to develop active ingredients that are scientifically proven to specifically address the desire for high-naturality luxury haircare that provides a nude touch and healthy glow.
As a result, hand pressed Samoan coconut oil and Moroccan argan oil are the foundation ingredients in Kérastase’s Aura Botanica collection, and offer the perfect fusion of nature and performance. This exquisite coconut oil penetrates deep within the hair shaft to deliver invisible, long-lasting hydration, nutrition, protection, suppleness and strength, inside and out. Whilst the high concentration of fatty acids in the Argan Oil nourishes the dry surface of the hair as it adds softness and durable shine. The formula enables the consumer to enjoy two days of durable nutrition, three days of anti-frizz control and four times more shine than hair in its natural state. The formula of each product is also approximately 97 per cent biodegradable and does not include silicones, sulfates or parabens.
Sourced from the Islands of Samoa and the Moroccan Hills, the harvest of coconut oil and argan oil is a sustainable livelihood for local women, who find employment via non-profit organisations and community-based initiatives. Further to responsibly sourcing Aura Botanica’s ingredients, Kérastase has committed to supporting the wellbeing of such women whose lives depend on the work these ingredients provide. Another step forward in the responsible and environmentally-friendly production of haircare is Kérastase’s initiative in using 100 per cent post-consumer recycled plastic for the packaging of the new Aura Botanica bath, Bain Micellaire.
Assuring radiant and healthy results, Aura Botanica’s in-salon ritual reflects a luxury salon experience where guests can enjoy indulgent textures that revitalise the hair and scalp, surrounded by a soothing aroma. The at-home regime comprises Bain Micellaire (RRP $44.00), Soin Fondamental (RRP $50.00) and multi-tasker Concentré Essentiel (RRP $79.00), which enhance natural and lightly-devitalised hair without the addition of artificial ingredients or heavy oils.
To celebrate the collection, Kérastase has announced renowned model and Kérastase ambassador Toni Garrn as the face of Aura Botanica. A true reflection of natural beauty, Toni Garrn is one of the world’s most in-demand runway and editorial models. Her commitment to living an environmentally-conscious lifestyle and enjoying the use of natural-origin haircare makes Toni the perfect representation of Aura Botanica. Toni, one of the three hair heroines involved in the launch campaign for ‘Very Personal Care for Exceptional Hair’, which saw Kérastase reaffirm its commitment to meeting women’s diverse hair and scalp needs by providing ultra-personalised solutions.
“For Kérastase, Aura Botanica is a collection that compares to no other. We are thrilled that, for the first time, we can unveil a natural-origin haircare collection that performs at the highest standard. Equally as important, Aura Botanica fulfils the demands of a significant and growing consumer demographic, that is more environmentally aware and ingredient-conscious than ever before,” says Kérastase National Marketing Manager, Alexandra Shadbolt.
Kérastase AURA BOTANICA is available exclusively from Kérastase Paris consultant salons nationwide. To locate your nearest salon please visit www.kerastase.com.au or phone 1300 365 552.