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Brief Published: 6 Jan 2016

Kérastase’s Incredible Blow-Dry

Anja Rubik models in the campaign for Kérastase's L'Incroyable Blowdry

French brand Kérastase’s innovative new blow-dry lotion allows hair to be styled and restyled without removing or reapplying product, catering to the needs of experimental consumers seeking flexible styling options. 

L'Incroyable Blowdry features a patent-pending reshapeable microwax technology. This allows the product to retain a soft, flexible consistency currently not seen in traditional styling products such as hair sprays or gels, which harden after they dry in the hair. 

The product’s microparticles are stimulated by the heat from a blow-dryer or flat iron during use, locking the hairstyle in place. However, these particles can also be reactivated with heat and manipulated into holding another style – cutting the need to reapply product, and extending the life of the blow-dry.

Launching in salons in February 2016, L'Incroyable Blowdry taps into themes explored in Rethinking Beauty: Fast Consumption. Here, we look at how brands are finding ways to offer effective, economical, time- and space-saving products to consumers looking to better, but also simplify, their beauty routines. Also see Battling Busyness for more on how to cater to time-poor consumer lifestyles. 

For more on haircare, colour and styling trends, see Product Projections 2016: Hair and Kaleidoscopic Hair: New Directions. For another innovative wonder product touting multifunctional benefits, see Redken’s One United