Kérastase Paris - Genesis
Using the power of conversation to educate consumers on the topic of hair fall
Kérastase Paris is a leading luxury haircare brand, known for its scientific innovation and personalized, high-performance products. Founded in 1964 by L’Oréal, Kérastase blends advanced formulas with a care-first philosophy, offering tailored solutions for every hair type.
With a presence in over 60 countries, Kérastase is trusted by top stylists and beauty enthusiasts worldwide, making it an icon in professional haircare.
Drive awareness and consideration of Kérastase Genesis franchise
Kérastase goal for the Genesis campaign was to educate consumers on the topic of hair-fall and the various factors that can cause it. There is perception that older generations suffer most but hair loss can happen at any age.
Cavai created an effective and educational conversation to run alongside Kérastase video content
Users were invite to engage and to state whether they had experienced hair fall before.
This enabled Genesis to provide a more personlised experience to haircare audiences based on their answer, providing the most relevant information for each user.
The campaign was delivered across contextual relevant content and environments. A brand lift study was also applied to the campaign to measure the overall effectiveness of conversation for Kérastase Genesis.
Successfully positioned Genesis as a brand that provides effective action against hair-fall with positive sentiment dominating user responses
- 30% of exposed respondents were more informed on hair fall
- 37% were happy that Kérastase had an available hair fall range
- 39% wanted to try the range
Conversational proved effectiveness with results exceeding benchmarks vs standard display ads.
- 37% of respondents stated that they have experienced hair fall before with 16% feeling unsure if they have
Conversation insights indicated that the majority of Kérastase target audiences need a haircare product to help with hair fall as well as more education on what hair fall entails, which the use of video content within the ad was able to provide.
