L’Oreal-owned premium haircare brand, Kerastase, is rolling out its first-ever Homme line titled ‘Capital Force’ to 1,200 Kerastase salons in the US. The Homme hair care and styling line, which is divided into three segments – cleanse, treat and style – was earlier launched in Europe earlier in spring, marking the brand’s entry into the men’s market. “The idea was to launch the full, six-item line all at once in the US. We were waiting for critical products — styling products — that we deemed necessary in this market, says Julien Bouzitat, Vice President – Marketing, L’Oréal Prestige Professional Brands.
Posted on: 10-11-2010