Blonde is back
Blonde shades made a triumphant return to top hair colour trends this year. Blonde haircare is the most requested service in salons , the search “blond hair” topped the charts on Google and YouTube and the hashtag #Blonding was posted 145,000 times on Instagram . This trend is underpinned by excellent products from L’Oréal’s Professional Products Division.
Strong blondes with Kérastase
How did Kérastase manage to grow in all sales channels (salons, e-commerce, department stores and Travel Retail) and all geographical Zones? It is all thanks to products that cater for women’s desire to take care of their blonde hair.
The brand’s Blond Absolu range, which was launched in 2019 and targets all types of blonde hair, was an instant success thanks to its excellent formulas. Cicaflash, the range’s bestseller, is an intense strengthening treatment with the protective benefits of a mask. Inspired by skincare innovations, its formula combines highly concentrated hyaluronic acid – the star anti-ageing ingredient – with the active ingredients in edelweiss flowers to strengthen the hair and prevent damage to the fibre.
To support the launch of this new range, Kérastase asked nine independent women with different types of blonde hair to be ambassadors for the #YouDareWeCare claim. With their own unique stories, each of them proudly embraces her individuality and commitment: plus-size model and entrepreneur Catherine Li, Olympic athlete Ocean Lewis, senior model Grece Ghanem, who fled Lebanon with her daughter, and more. By confidently asserting themselves, they have inspired women all over the world.
Rosa Carrico, Kérastase Global Brand President, sets out the drivers that made Kérastase a great success in 2019.
Redken and matrix: blonde for all
The blonde craze is far from over, so to meet all haircare and colour needs, the Professional Products Division’s brands are developing new offerings.
The “Total Blonding” treatment by Redken, available in salons, offers a unique three-step approach using Blonde Idol products to bleach, colour and condition hair. Strengthened by its success, the range has made waves in online conversations, particularly on social networks.
Matrix is onto the trend as well with the launch of the Total Results Brass Off range. Thanks to a formula rich in blue-violet pigments, the neutralising mask keeps coloured blonde hair from turning an unsightly brassy shade. In addition to their effectiveness, the concentrated shampoos and professional neutralising masks are a hit thanks to their immediate results, with no need for progressive application.