When nature's raw power becomes a refined experience
Dubai, United Arabic Emirates – April 13, 2017: Now, you can have it all because Kérastase means never having to compromise. The Professional Brand has launched its new and natural Aura Botanica line in the GCC. The specially crafted haircare range is designed for the woman who believes that responsibility is a must, performance is a right and glowing, healthy hair is the essence of self-expression. More than simply natural, Aura Botanica transforms nature's raw power into a refined haircare experience.
The Aura Botanica range was introduced to the region at a soiree held in the natural settings of The Farm in Al Barari on April 10th 2017. The day also included a session to showcase the luxurious range to professional hairdressers, and train them on methods for the best results. Aura Botanica does away with the traditional compromise between luxury, performance and natural origins. It combines all three attributes in a line of high-performing products for healthy glowing hair.
In its quest for true naturality, the Aura Botanica line is 98% comprised of natural origin ingredients such as Samoan Coconut and Moroccan Argan oil. The products eschew common artificial additives like sulfate, silicon and paraben compounds. The brand offers true performance through active ingredients that have been scientifically proven to deliver 48 hours of durable nutrition, and 72 hours of anti-frizz protection to all sorts of hair. Aura Botanica products have been tested for their ability to deliver healthy glowing hair that is up to 4 times shinier than competing benchmarks.
“We've designed Aura Botanica to answer customer demands for more natural products that combine effectiveness with quality. Our customers also care deeply about sustainable consumption that reduces the burden on the planet. Kérastase is committed to naturality combined with personalized and sustainable luxury. The Aura Botanica brand uses 97% biodegradable formulas appealingly packaged in designs made of recycled (PCR) material. Some products come packaged in containers crafted from 100% PCR plastic,” said Theresa Assi, General Manager, Professional Products Division, L'Oréal Middle East.
Aura Botanica unlocks true luxury by crafting indulgent sensorial textures enriched with a fine custom fragrance. Whether at home or at the salon, each wash carries great benefits and results. Kérastase not only curates exceptional service experiences by bringing its products and expertise to hairdressers across the region, but also offers customers the chance to create luxurious rituals at home.
Because a woman's hair is an intimate expression of her identity, Kérastase proposes very personal care for exceptional hair. It is a commitment to bring every woman the absolute best in individualized hair care. Combining the dedication of the world's most experienced hairdressers with the knowledge of scientific teams working at the forefront of hair research. All of these talents are focused on one thing: the beauty of women's hair.