THE QUEST FOR BEAUTIFUL MOVEMENT
For Kérastase, offering women the hair they dream of is a never-ending quest. L’Oréal Advanced Research decided to focus on women’s dissatisfaction with their unmanageable, frizzy or undisciplined hair. The researchers took to heart women’s desire for “obedient” hair that does exactly what they want it to do. In perfect affinity with their personalities
Today’s women are as keen to take control of their hair as they are to give it shape and movement. Whether they have loose curls, tight curls, wavy or straight hair, women of every origin all dream of the same thing: vibrant styling results that guarantee beautiful, supple, fluid, sensual, perfectly smooth hair. In a certain way, it’s about control without rigidity.
MOVE HAIR: THE
PERPETUAL MOVEMENT
MACHINE
The Hair Movement Machine is a breakthrough measurement tool able to duplicate the movement of hair and analyse thousands of parameters. For the 1st time, hair is studied not just in 2D but with a supplementary dimension ̶ motion. L’Oréal Advanced Research worked for seven years on minutely observing every parameter of hair to decode its “perfect” movement.
THE DISCIPLINE
REVOLUTION
This new approach has enabled us to create Discipline, a sophisticated range to tame even the most unruly hair while also restoring harmony and the beauty of perfect motion. If the promise made by Discipline is a promise that breaks with the past, it’s thanks to the combined action of Morpho-Keratine, a new and extraordinary hair discipline complex and Research Ceramide, an exclusive bio-mimetic ceramide.
