The luxury hair care brand Kérastase is launching its globally acclaimed new line, Gloss Absolu, in Israel. The broad international move is accompanied by a campaign starring Hollywood star Sydney Sweeney, the brand's global ambassador and one of the most prominent figures in contemporary pop culture.
The Gloss Absolu series offers advanced solutions for shiny, smooth, and healthy-looking hair, blending scientific innovation with luxury aesthetics. The series includes eight innovative products designed for hair restoration and care.
The campaign will be visible across Israel on billboards, digital platforms, social media, and points of sale, pharmacy chains, and selected salons.
Sydney Sweeney, known for her breakout roles in Euphoria and The White Lotus, embodies the brand's values of self-confidence, creativity, and boldness. "For me, this is an opportunity to collaborate with an iconic brand that believes in creativity, self-expression, and staying true to one's personal path," Sweeney stated.
Yaniv Levy, Communications Manager for Kérastase Israel, noted: "Bringing this line to Israel provides local consumers with one of the world's most talked-about care lines alongside a global influencer who perfectly represents the Kérastase woman: a young woman who dares and embraces her own journey". He added that this launch is a significant opportunity to strengthen the connection with the next generation of consumers in Israel, by providing a relevant, innovative luxury experience.
Written in collaboration with Kérastase