On Thursday, April 13th, beauty pros and influencers gathered at the Toronto Beach Club to celebrate the relaunch of Kerasilk with the brand’s new ambassador, Harry Josh.
The event was kicked off by Mike Parsons, general manager of Kao Salon Division Canada, who welcomed attendees and shared some insight about the brand. “This is a new era for Kerasilk,” he says. “As it steps outside of the Goldwell umbrella, it’s now a brand all on its own and takes centre stage.”
“Since the 1980s, the unique properties of the silk proteins in Kerasilk products really helped propel the brand into a forward thinking and luxury brand,” he adds. “By leveraging the brand’s heritage and the latest in biotechnology, we believe that the brightest days of this brand are ahead of us.”
In addition to being completely vegan, Kerasilk is certified carbon-neutral and free of sulfates, parabens, microplastics and UV filters, making it the most sustainable and environmentally friendly brand that Kao has to-date.
Kao Canada’s director of marketing, Nadia Mitro, was joined by senior marketing manager, Erin Arthrell, to give attendees more insight into Kerasilk’s range of products.
“The products [contain] Kerasilk’s Silk+ Technology, which features biomimetic silk protein that mimics traditional silk to provide strong and resilient hair,” says Mitro. “In combination with other high potency ingredients, these products leave the hair strong and healthy.”
Arthrell shared that the new Kerasilk lineup features three ranges that include the Essentials, which come in light pink packaging and include shampoos and conditioners, the Specialists which come in light blue packaging and include high performing hero’s including masks, balms, and oils among others, and lastly, the Styling range comes in lavender packaging and includes styling as well as finishing products.
To celebrate the launch, Kerasilk brought in their new brand ambassador, celebrity hairstylist Harry Josh, who is originally from Vancouver but now based in New York City. Josh shared about the brand’s in-salon treatment that’s exclusive to hairstylists and “allows the stylist to control the level of [stretch] depending on what the client wants for their hair.”
“For example, if you have three clients who have identical curly hair, but one wants to wear their hair naturally all the time, the other client wants to use a wand to achieve beachy waves, and the last client wants that traditional blowout look, the treatment can give you each one of those different looks,” he says. “It’s very customizable and allows you to achieve whatever level of stretch you’re looking for.”
Among the attendees was Kao Canada’s associate director of education, Kathy Reilly and Kao’s National Sales Manager, Laura de Sousa, who were joined by other members of the brand’s education team including Ontario field education manager Laura Pearson and Ontario-based salon owners Monica Dureen, Kate Ojczyk, and Laura Lynch. Also in attendance was Kao’s direct and indirect channel manager, Brian Ferreira.
The event also featured fun and interactive stations, where attendees could sample products, smell the top notes of the line’s signature fragrance, have their hair done, and even choose hair accessories to take home.
Browse our gallery of photos from the event.
Photos: Kerasilk
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