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Kérastase L’Incroyable first product to give hair style ‘memory’

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If you hate the idea of having to wash your hair every day and use styling products every time you want to restyle your hair, then listen up. What if you could wash your hair once, apply a product that then stays in your hair and allows you to restyle your hair for up to three days? Well say hello to Kérastase L’Incroyable Blow-dry.

Kérastase L’Incroyable Blow-dry is a smart styling product that works differently to all the others on the market. Once applied to the hair it acts as a memory, allowing you to reshape your hair as much as you like, without the need for rewashing.

Kérastase call it a ‘reshapable heat lotion’, as their consulting hairstylist, Odile Gilbert, explains: “You use one product on your hair, and if you want to change it [to curly, wavy, or straight] you’re stuck — you have to wash your hair [to change the style].”

If you use this new product you only have to apply it once for every style and you don’t have to add more products or wash any previous ones out.

“The product stays in the hair like a memory. You can go from A to Z and it can last two or three days,” she adds.

There’s also no stickiness or greasiness with the product, once in the hair it is virtually unnoticeable.

Anja Rubik embodies the 10 "Visions of Style II" looks for L'Incroyable Blowdry by Kerastase (PRNewsFoto/Kerastase)

Anja Rubik embodies the 10 “Visions of Style II” looks for L’Incroyable Blowdry by Kerastase (PRNewsFoto/Kerastase)

So how does it work? Kérastase state it is all down to smart technology. They call it Stimuli Responsive Styling (SRS). The product contains tiny micro particles made up of wax which work to coat each hair strand and produce bonds between hair follicles. Once this has occurred you have the original style that is ‘supple, moves, is touchable, and will bounce back to its original shape’.

To use the product you should get a tiny amount in your hand (around one or two pumps for short to medium hair, three or four pumps for longer or thick hair) and apply to wet hair. Set your hair dryer, flat or curling iron to the lowest setting and style as usual.  Once styled you can go as many days as you like and as many styles as you like.

Gilbert says the product is aimed at the person who doesn’t like to wash her hair frequently but likes to change her style up a lot:

“What the hell did I do last night that made my hair stick up like Marge Simpson?” hair. “Because you don’t add [more] product in the hair, you [don’t have to wash as much],” she says.

If you think the claims are a little too good to be true. You should check out Gilbert at her 2016 fall shows using the product to get some pretty amazing styles at Fashion Week.

To buy Kérastase L’Incroyable Blowdry costs $20.50 for 50ml and for $40 for 150ml and is available at Kérastase.

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