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Kérastase enters natural hair care market with Aura Botanica range; Toni Garrn spokesmodel


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With interest in natural hair care growing, Kérastase has launched its Aura Botanica range in New Zealand, with Toni Garrn as its spokesmodel
April 20, 2017/3.49


Kérastase has introduced its Aura Botanica line in New Zealand, featuring a shampoo (Bain Micellaire), retailing at NZ$48, a conditioner (Soin Fondamental), NZ$52, a treatment (Concentre Essentiel), NZ$79, and an oil mist (Essence d’Éclat), NZ$70. The collection is, on average, 98 per cent natural in origin—a first for this L’Oréal brand—and includes pure hand-pressed Samoan coconut and Moroccan argan oils.
   Kérastase says the Aura Botanica coconut oil has proven to penetrate deeply into the hair, leaving it soft, hydrated and strong. The argan oil, meanwhile, lasts longest on the hair’s surface, nourishing it and keeping hair soft and shiny. Development of the range began in 2013.
   The products have a fragrance with top notes of grapefruit and crushed mint leaves, mid-notes of black pepper, coriander and jasmine, and base notes of rich vanilla and warm amber.
   The products are (again on average) 97 per cent biodegradable, and its packaging is similarly friendly to the environment, with the Bain Micellaire in a 100 per cent recycled polyethylene terephthalate (RPET) bottle, and the Concentre Essentiel bottle is made with 25 per cent recycled glass.
   With interest in natural hair care growing, Kérastase expects a sizeable number of customers will chose Aura Botanica.
   As revealed in January, model Toni Garrn is the face of the Kérastase Aura Botanica range. Twenty-four-year-old Garrn, with 581,000 Instagram followers and a fresh, healthy face, is involved in humanitarian work, her image working well with the natural angle of Aura Botanica.—Nathalia Archila


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