25 years after creating the first hair masque, world-leading luxury haircare brand Kérastase pushes the boundaries of hair care and reaches a new frontier with the launch of Initialiste – the first scalp and hair serum that creates stronger, shinier and more youthful hair.

With Initialiste, an innovation inspired by skincare, the brand has turned a new page, ushering in a new era of stem cells biology into hair care. Based on native plant stem cells that act from the birth of the hair, the revolutionary serum is enriched with its exclusive Regenerative Complex® that protects the stem cells environment around the hair follicle to optimize the production of the hair biomaterial, thus reinforcing the quality of hair fibre at its source.

RICH HISTORY

Since 1964, Kérastase has been the hair and scalp expert, cementing its position as the scalp authority over the years with the launch of its first-of-its-kind scalp-oriented products. This year, Kérastase broke ground in advanced scalp technology with the launch of their latest innovation – Kérastase Initialiste – as well as the introduction of two scalp-related products that will be launched later this year.

A HIGH-PERFORMING CONCENTRATE: NEW REGENERATIVE COMPLEX® TECHNOLOGY

At the heart of Initialiste, the Regenerative Complex® protects stem cell environment by improving hair quality and beauty at its source. This exceptional formula, developed like a skincare serum, optimizes the follicular regenerative capacity to create beautiful hair that is stronger, shinier and fuller, thanks to:

A. Native plant cells, originally from Malus Domestica – an ancient rare variety of apples that has the ability to optimize the environment of skin stem cells and maintain their regenerating power.

B. Ceramides that imitate the ceramides which are naturally present in the hair components, and strengthen the resistance and cohesion of the hair fibre

C. Antioxidant polyphenols protects the stem cell’s environment from oxidative stress

D. A Glucolipid (SP94) that acts on the external hair sheath where the two stem cell reservoirs are found. The “Gluco” component is a reservoir of energy that aids cellular metabolism, while the “Lipid” aspect strengthens the outer sheath of the follicle.

THE IMPORTANCE OF STEM CELLS

Stem cells have gained a lot of momentum and attention in the past few years due to its potential in playing a central role in the development and repair of damaged tissue. After 24 years of research and 10 publications, L’Oréal Advanced Research Laboratories have uncovered the existence of two reservoirs of stem cells in the outer sheath of the hair follicle. The major discoveries mark a turning point in the knowledge of hair, for which stem cells are just as valuable as for the skin. Researchers have identified the crucial role played by the microenvironment of stem cells which enable the renewal of the hair follicle and regeneration.

As stem cells are very precious and fragile, it is, therefore, essential to protect stem cells, their environment and their regenerating power. Under internal and external aggressions like oxidative stress, pollution and harmful UV rays, stem cells tend to lose their regenerating power and hair quality is substantially diminished. Hence, a healthy environment is very essential in maximising the hair follicle growth capacity to grow and produce beautiful hair.

Patricia Pineau, Director of Scientific Communications at L’Oréal Research & Innovation says, “These stem cells are extremely precious and their environment is essential for the quality of our hair. Hair follicle stem cells are not very different than skin stem cells in that they have the same regenerative capacities. With Initialiste, we are able to optimise the growth potential of stem cells and help them perpetuate.”

NEW UNIVERSAL BEAUTY RITUAL

Best used twice or thrice a week, this miracle serum acts on the hair’s beauty capital by making it stronger and more beautiful throughout the growing stages. To use, first wash and treat your hair with the usual Kérastase hair care regime. Next, apply Initialiste two or three times a week and experience the difference in five weeks.

SENSORIAL EXPERIENCE FOR THE SCALP

The ultra-light and delicately opalescent serum transforms and merges with the scalp, providing a refreshing and unique experience. Thanks to its no-rinse formula, the refined fragrance is the universal beauty ritual for all hair types.

Kérastase Initialiste will retail at $80 and will be available from May 2013 in all Kérastase consultant salons.