LaLiga
SECOND EDITION ATELIER KÉRASTASE
L’Óreal
A second edition of the Atelier Kérastase
After the success of the first Atelier Kérastase, which we organised in Madrid and Lisbon in November last year, Kérastase wanted to rely again on SOMOS to celebrate a second edition of the most innovative and sustainable event of the brand.
Taking into account Kérastase's firm commitment to sustainability, we reused the space where the Maison Lancôme was installed, another of the great events we held for the L'Óreal Group months ago, and transformed it into an even more spectacular version of "The hairdressing salon of your dreams". We also gave another life to and optimised a large part of the resources and production used previously.
We decorated the iconic façade of Plaza de Canalejas, in the heart of Madrid, with the Edelweiss flower, representing the Blond Absolu range. In addition, we designed an interactive experience through the brand's most emblematic ranges, focusing on its raison d'être: professional diagnosis, and expert care and recommendation.
Starting with an introduction to Kérastase's commitment to sustainability, the tour included several stops. These included 'Le Café Nutritive', representing the latest innovation in the range, 'Nutritive'. A room with a punching bag represented the 'Blond Absolu' range, followed by a space to capture 'upside down' photos, the perfect spot to share the experience on social media. In addition, guests discovered the best version of a hair SPA, enjoying personalised diagnosis by the best stylists.
The event had very positive results, with a total of 1,300 people in attendance between 26 June and 1 July, including influencers, press, industry professionals, brand employees and the general public, who also shared the experience on social media, turning the Atelier Kérastase into a viral phenomenon.
