In the luxury hair care category, Kérastase has no peer. With an undeniable heritage behind it—they actually invented luxury hair care back in the '60s—the brand makes elite Parisian beauty rituals a reality in salons and homes around the world.
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."
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 internally 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.