To generate buzz, awareness, and product trial for Gloss Absolu while reinforcing Kérastase as a leader in beauty innovation.
Build a Parisian-inspired activation that blended luxury IRL experiences with rapid, high-impact digital content to bridge physical and digital engagement.
Kérastase tasked Gradient with bringing the new Gloss Absolu line to life through an immersive launch that could generate buzz, awareness, and product trial while reinforcing the brand’s leadership in beauty innovation. The challenge was to design a seamless experience that felt aspirational and luxurious in person, yet was equally powerful through digital amplification. The event needed to captivate VIPs, consumers, and online audiences simultaneously, delivering a world that inspired trial, created desire, and translated effortlessly across every content format.
Gradient created La Vie en Gloss; a Parisian-inspired world crafted to showcase beauty, innovation, and cultural influence through a series of high-gloss touchpoints. VIP launch moments, interactive consumer activations, and rapid content production featuring celebrity spokespeople ensured that everything guests experienced in person was instantly amplified online. Same-day video releases extended the event’s reach in real time, collapsing the gap between physical and digital and turning the activation into a moment that felt exclusive yet widely shareable. By blending luxury, innovation, and star power, the experience drove desire and deepened brand resonance across audiences.
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