To celebrate the launch of the new Blond Absolu collection, Kérastase has announced its new Aussie ambassador, the stunning Andreja Pejic, along with the launch of the haircare brand’s latest campaign #YouDareWeCare.
Evoking the brand’s ethos of bringing out the beauty in every client’s hair, the all-inclusive #YouDareWeCare campaign represents the celebration of the empowering spirits and distinctive personalities of their consumers.
Every blonde has her own story, and Andreja Pejic is no different!
The Bosnian born, Australian model came out as a transgender woman in 2013 and was known as the world’s first completely androgynous Supermodel.
Andreja has certainly earned her status in the industry, having walked the runways of Jean Paul Gaultier, Marc Jacobs and Jeremy Scott, gracing the covers of numerous local and international magazines, and most recently debuting in her first feature film, The Girl in The Spider’s Web.
Andreja’s personal and professional journey is inspiring to say the least. Combined with her daring spirit, it’s propelled her to become one of the most recognised models in the world.
Cara Riley, General Manager of Kérastase, said she is thrilled to have Andreja as Kérastase Australia’s ambassador, and Blond Absolu Muse.
“#YouDareWeCare is a celebration of individuality as much as diversity. Andreja not only optimises this launch but also represents a new era for Kérastase. She embodies a modern and confident vision of beauty and I couldn’t be more proud to have her join the Kérastase family.” Cara said.
The sentiment is reciprocated from Andreja.
“My blonde makes me feel confident and empowered to be uniquely myself. Sometimes blonde comes with a stereotype, as does beauty, however it is exciting to be living in a time where stereotypes are being broken and we can embrace distinctiveness. I’ve always loved Kérastase products; the brand is so iconic and represents the finest in luxury haircare. I’m so excited to be part of the Kérastase family – I can’t wait for the campaign to launch,” Andreja said.
The new Blond Absolu collection meets the two hero needs of blonde clients: neutralising undertones and caring for hair fibre. Deep fibre care recreates a feeling that is smooth to the touch, and toning perfection ensures brassiness is neutralised and cooler shades are illuminated.
Each of the six products in the range are enhanced with the exclusive power of hyaluronic acid to hydrate, restore and soften each strand, and edelweiss flower to provide protective, anti-oxidative powers for hair.
Blond Absolu delivers high concentrations of ultra violet neutralisers to help keep your colour in check. The mix of blue and purple pigment cancels out unwanted undertones for lasting colour purity.
Kérastase is inspired by an intimate knowledge of the modern woman, creating products to help your blonde stay true, authentic and totally you!