Have your best summer (hair) ever.
Summer is a look and a half. It’s hot, and maybe a little messy. You’re off exploring internships, projects and places, getting out of your routine. There is likely a lot of swimming involved. The salty kind. And sun. Lots of sun. In theory, these factors contribute to a certain seasonal style statement—summer hair. But in reality, you can end up with an unruly rat’s nest if you’re not careful.
Our longtime client Kérastase addressed this dilemma back in the ‘80s when it invented Soleil, the first hair care line designed to nurture the hair through the specific stressors of summer. Back then, women didn’t want summer messing with their hair. They wanted to keep the sand and salt and sun from altering their perfect, well-cared-for locks.
For 2019, the company has reinvented the range, and updated it for the modern summer babe. The difference is that now, we want summer hair. We want to get wild and loose and hot and sexy, or we at least want that look. We want our hair to say, “I may or may not have spent the day surfing and having sex in the sand. What of it?”
So when the team at Kérastase approached us about a content and PR campaign for the new-and-improved range with the central tagline UNLEASH YOUR INNER MERMAID, we created a whole product story around the idea that we are all mermaids deep inside. We’re just waiting for summer to come along and pull it out of us, preferably in the form of wild hair.
First, they sent us samples from the range and…oh my. These products are heavenly. There’s a Bain, Masque and Crème (Kérastase French-chic speak for shampoo, deep conditioner and styling cream) packed with nourishing oils and other ingredients that seal and protect the hair from UV rays and other seasonal aggressors. And they smell like a Tahitian fantasy—a heady bouquet of jasmine and tuberose, tamed only slightly by bottom notes of coconut milk, amber and tonka bean. This sensual smell has staying power too, so it follows you around all day on your mermaid mane. You can’t stop smelling your hair. You can’t stop looking in the mirror. You want to do things you wouldn’t normally do. Trust us, we know.
The hero of the line is the new summer hair texture spray. An instant ace, Huile Sirène (literally meaning “mermaid oil”) is a bi-phase oil mist that is a hybrid of a wave spray and a hair oil. Good for after swimming, before sun, or any time really, it gives you that beach wave texture with none of the crunch of a salt spray. It’s an instant short cut to Polynesian surfer hair, á la Hanalei Reponty, Soleil’s ideal poster child. A surfer, model and swimwear designer actually born in Tahiti, this woman spent years traveling the world surfing for Ripcurl, and recently created her own sustainable swimwear line, Abysse. Her hair is next-level mermaid. Always.
Hanalei is featured in her natural habitat, the beach, in a series of stories we created about summer hair. There’s also lots of in-depth info about the gorgeous products and their ingredients and uses, as well as summer-specific hare care tips like 5 Summer Hair Myths You Need To Stop Believing and 7 Tips For Protecting Your Hair In the Summer. Packed with SEO power, the content package brings the excitement of the season to life through the indulgence of luxury hair products.
It’s going to be a great summer. See you at the beach!