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Global brand ambassador Sydney Sweeney stars in the brand's first out-of-home campaign.
Kérastase brought its new, now-refillable hair oil Elixir Ultime to New York City’s Times Square.
The brand unveiled an out-of-home campaign starring Global Brand Ambassador, actress Sydney Sweeney.
“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,” said Guillaume Duez, Kérastase US general manager. “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.”
Enriched with a lighter fragrance of sandalwood and musk base notes and oils, including wild camellia oil, the elevated formula provides optimal hair nourishment, restores strength and creates frizz-free, shiny hair, per marketers. The revitalizing oil now offers dual benefits as a heat protectant, safeguarding hair up to 450 degrees. Elixir Ultime Original Hair Oil provides up to 10 times smoother and stronger hair with 92% more shine, per the brand.
The product got its own cube-shaped billboard with a vibrant wall painting in SoHo. New Yorkers, visitors and tourists can also catch glimpses of the campaign on digital screens and postings throughout the city.
The Elixir Ultime will appear on digital screens in Chicago, Houston, Boston and Miami as part of a nationwide takeover which runs through early August 2024.
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