It's going down in the group chats—that's where I get all my best info these days. I've got so many group chats with different friends and family members where we exchange life updates, gossip, make plans, and share tips and tricks that make our lives a little easier.
The friends in my most active group chat all have blonde hair, and I realized that I, the lone brunette, had been holding back my opinions. As a contributing beauty writer for Who What Wear, I know a lot about products for skin concerns and hair colors outside of my own. Take a look at what happened when Kérastase Blond Absolu, a haircare line designed exclusively for blondes, entered the group chat.
"Boss-level protection, seriously."
Members of this group chat cover the full spectrum of blonde hair, including natural strawberry blonde, highlighted and balayage blondes, and even platinum blonde. Yet despite their differences in shade, they all face the same damage from heat-styling and UV rays. (Don't even get them started on the dangers of chlorinated pools and salty ocean water!) I informed them that Kérastase Blond Absolu products are specifically made to combat those aggressors and keep their hair strong and vibrant. For even more protection, I told them to use the Blonde Guard Wonder Shield Leave-In Spray ($50).
“Peep that ingredient list!”
This group chat is full of well-informed women, especially when it comes to beauty science. So I knew that starting with the collection's ingredient highlights would be the best way to pique their interest—after all, Blond Absolu, just like every Kérastase line, features salon-quality formulations. Once I told them that Blond Absolu products have hyaluronic acid and vitamins C and E, which help hydrate, brighten, and nourish blond hair, my phone started buzzing with messages that said, "o rly?" and the eyes emoji. In other words, they needed to know more.
"Yes, you'll save on salon visits."
These women are willing to put in the work for a beauty boost, but the thing about using Kérastase Blond Absolu is that it barely requires any effort to maintain a healthy haircare routine. "It's as simple as swapping out your shower products for the line's shampoo, conditioner, and hair mask," I told them. Since these products are all rich in ultraviolet pigments that delay the appearance of brassy tones, they can extend the life of your color by several weeks, so you'll go to the salon less often. When I told my friends that, the chatter ceased—because they were busy filling their virtual shopping carts.
