Kérastase: You Dare, We Care

When the blonde craze washed over the millennial generation, Kérastase saw the perfect opportunity to apply its well-known “care first” philosophy to a new set of attitudes around hair and individuality. They found that every faux-blonde has her own feelings and philosophies about the color and how it sparks her soul. One thing they all have in common? None of them wants to choose between gorgeous blonde and healthy, opulent hair. They want it all. And they want it fresh. Kérastase was set to respond with the breakthrough Blond Absolu range. But it needed an updated brand voice that would make the current generation feel seen and understood.

When You Dare, We Care became the tag line for the Blond Absolu launch campaign, we created an entire mythology around the attitude of the blond and the ballsiness associated with the type of woman who chooses to take the plunge into blondness. The project yielded publicity materials, web editorial, social media content and product stories all revolving around the idea of boldness with no compromise.

Kérastase was able to strengthen its excellence message while evolving its image to secure its status as a modern global haircare powerhouse. The campaign also became the basis for the brand’s fast-developing inclusivity message, with a diverse group of nine women showing that there are many ways to interpret blonde.