07.17.24
Kérastase has launched its new hair oil Elixir Ultime—which is now refillable. The brand is unveiling its first "out-of-home" campaign starring Global Brand Ambassador Sydney Sweeney.
Guillaume Duez, Kérastase US General Manager, said,
"We are thrilled to unveil the new era of our icon, Elixir Ultime Oil, taking it to the streets – and screens – across the country with a campaign as captivating as our iconic oil's new look and formula. Sydney Sweeney embodies the modern Kérastase woman – strong, confident, and radiant - making her the perfect partner to introduce this innovative, sustainable evolution of our beloved hero hair oil.”
The campaign is most prominent in New York City, where Elixir Ultime is seen in Times Square on a cube-shaped billboard and a vibrant wall painting in SoHo. The campaign is also featured on digital screens throughout the city.
Kérastase’s campaign also launched nationwide in Chicago, Houston, Boston, and Miami, now and runs through early August.
The sustainably redesigned, refillable Elixir Ultime comes in a glass bottle. The Elixir Ultime bottle features a gold gradient for a luxurious feel. It also has an easy-to-use refill system.
The new Elixir Ultime also has a lighter fragrance of sandalwood and musk base notes and the power of precious oils, including wild Camellia oil.
A redesigned formula provides optimal hair nourishment, restores strength, and creates frizz-free and unforgettably shiny hair. The hair oil now offers dual benefits as a heat protectant, safeguarding hair up to 450 degrees.
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