Luxury haircare brand Kérastase has launched one of its most interactive events to date with the debut of ‘House of Gloss’, a pop-up experience celebrating its new product line, Gloss Absolu.
A Week-Long Experience in the Heart of Soho
The event runs from 10 to 18 May at 59 Greek Street in London’s Soho district. The brand invites visitors to explore its latest innovation through an immersive and hands-on experience. The pop-up is designed not only to showcase the new products but also to engage consumers directly.
Immersive Haircare Masterclasses and Tutorials
Visitors to the House of Gloss can take part in expert-led masterclasses and guided tutorials. These sessions are aimed at helping consumers elevate their personal haircare routines, offering them a deeper understanding of how to achieve professional results at home.
Spotlight on Gloss Absolu and Hydra Glazing Technology
At the center of the pop-up is Kérastase’s Gloss Absolu range. The new collection features the brand’s patented Hydra Glazing technology. According to the company, this innovation delivers enhanced shine and bounce—qualities that are increasingly sought after by today’s consumers.
Meeting the Demands of Gen Z
“The range responds to a growing demand from consumers, particularly Gen Z, who crave shine and bounce in their hair,” said Hussein Jaber, UK General Manager of Kérastase, in a statement to Cosmetics Business.
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