Discipline requires freedom… The idea isn’t new. Yet today’s women are as keen to take control of their hair as they are to give it shape and movement.
Hair that is as free as art itself requires perfect discipline. Hair, however, is living matter, and as everyone knows, it sometimes stubbornly does only what it wants to do. Henceforth stems the notion of “Hair Management,” an issue that comes up often at salons in conversations between stylists and their customers.
Kérastase has now succeeded in understanding perfect hair movement and created an unprecedented, even revolutionary, solution that takes hair to beautiful new heights. A change in perspective for a completely new vision. How did it all begin? With an amazing machine called “Move Hair” that can analyze thousands of movement parameters and study the hair not just in 2D but with a supplementary dimension—motion. This new approach has enabled us to launch Discipline, a sophisticated range based on cutting-edge technology and containing the highest Pro-Keratin concentration of any Kérastase line. Discipline is designed to tame even the most unruly hair while also restoring harmony and the beauty of perfect motion. Discipline is a new in-salon protocol that is as simple as it is fast, offering lasting control without chemically modifying the hair. Discipline is also a range of highly desirable products enabling women to continue the experience at home. The easy-to-use products significantly shorten the time required for blow-dry styling.
Since dance is the art form par excellence that embodies the notion of perfect movement, we have chosen prima ballerina Diana Vishneva to be the face of the Advertising Campaign. Discipline is a decisive advance in lasting haircare. A worldwide revolution by Kérastase.
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