Kérastase Dolls Up with Rubik for L’Incroyable Blowdry

Keratese Anja Rubik

Her role involves a transformational photo series of 10 images depicting new hairstyles to highlight the new product by the marque

Kérastase has named globally-acclaimed supermodel, creative powerhouse, and magazine editor-in-chief of 25, Anja Rubik, as the face of its ‘Visions of Style II’ marketing campaign. Her role involves a transformational photo series of 10 images depicting new hairstyles to highlight a new product called L’Incroyable Blowdry.

Renowned for her work in fashion and beauty, the Polish-born icon is a highly sought after personality by esteemed designers and prestigious marques. A formidable runway and international magazine cover presence, her career revolves around editorial shoots, luxury advertisements, and fashion-led television programmes worldwide.

Rubik was chosen to embody the styles behind the aforementioned range. The push surrounds a collection comprised of ten exquisite looks namely La Rebelle, L’Ambitieuse, L’Enigmatique, La Romantique, La Bohème, L’Intemporelle, La Flamboyante, La Sensuelle, L’Audacieuse, and L’Impulsive.

L'Incroyable Blowdry, the new miracle re-shapeable heat lotion by Kerastase.
L’Incroyable Blowdry, the new miracle re-shapeable heat lotion by Kerastase.

For the promotional exercise, she worked with renowned hairdresser, Luigi Murenu, for Kérastase to sensationalise the innovative side of the L’Incroyable Blowdry offering. Captured by the photographic spread, the effort promotes the distinct profile of each hairdo to encourage women to be whoever they please any day of the week.

Given its optimal ‘shapeability’ as well as multi-flair and restyle capabilities, the said variant is a reshape-friendly heat lotion which allows blow-dried dos to last longer than usual while stiffness-free. The new release is touted for its use of a type of microwax technology dubbed Stimuli Responsive Styling.

Its micro particles are stimulated by heat to lock a hairstyle in. The said accompanying agent can be reactivated without reapplication for multiple restyling opportunities. The product will be available in Kérastase salons beginning February 2016. Meanwhile, Rubik is also the creator of the fragrance called ‘Original’.

“Anja Rubik is a transcendent beauty with audacious style. She is a woman of boundless talent, and inspires through her multi-faceted forms of creative expression. For these reasons, we are very proud to welcome Anja on board as the face of Visions of Style II for L’Incroyable Blowdry,” said Vincent Nida, General Manager of Kérastase.

Kerastase presents Anja Rubik, the face of 'Visions of Style II' for L'Incroyable Blowdry.
Kerastase presents Anja Rubik, the face of ‘Visions of Style II’ for L’Incroyable Blowdry.