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Kate Moss fronts Kerastase’s new line

When your hair is just as famous as your walk, it’s only natural that you sign a MAJOR beauty deal. Thus Kate Moss recently signed her name on the dotted line for Kerastase Paris. The 39-year-old fashion icon will serve as “muse” of the hair care brand’s new “Couture Styling” collection. It is a historical move for Kérastase as they align themselves with the legendary model to front their professional hair styling tools. It is the first time the L’Oréal-owned professional hair-care brand has had an international face.

The British stunner was photographed for the ad campaign by Solve Sundsbo and the pictures show off Kate’s voluminous and sexy mane styled by Kérastase artistic director Luigi Murenu. Moss was the obvious choice, according to Françoise Lehmann, worldwide general manager of Kérastase, who described the new product line as an 11-unit collection focusing on style and liberty of movement.

  The new Couture Styling line breaks away from traditional styling formulations that create rigid effects, unflattering artificial finishes with a heavy, sometimes sticky product feel. Each product features a new generation of micronized polymers that envelop the hair fiber like a second skin and offer long lasting style memory with unprecedented movement and cosmetic feel without compromising the hold. This new technology is delivered in a variety of skincare inspired textures featuring elegant fragrances.

The first product in the collection is now available at One Salon. It’s called Spray a Porter and was designed to be a tousled effect spray. It has a medium to flexible hold and creates beach waves without the stickiness. It can also be used to style second day hair with sophisticated urban waves using a curling iron. The full Kerastase Couture Styling line will be available at One Salon in July.