Underpinned by new research on the hair ageing process, Kérastase Paris has created the first youth activator for hair, Densifique Sérum Jeunesse. Designed to combat hair thinning and restore hair youth and vitality, this latest innovation from one of the world’s leading hair and scalp care expert, addresses the effects of time on hair quality with visible results in 30 days. Kérastase’s latest breakthrough follows the highly successful launch of Densifique Density Activator, designed to significantly improve hair density, which recently won Best New Professional Haircare product at the AHFAs.

Just like the skin, the hair ages. Kérastase has identified the key concerns of people with aging hair; uneven colour (greying), lack of shine, brittle, porous, rough and unmanageable hair. In Australia, 60 percent of women experience greying, and it is the most common sign of hair aging. Even after colouring to conceal greys, degradation in hair quality can be seen and felt. Densifique Sérum Jeunesse represents a state-of-the-art, ultra-potent formulation that goes beyond density to restore hair’s most youthful attributes – exceptional shine, strength and manageability.

L’Oréal Advanced Research has unveiled two major effects of the hair aging process – stem cells dysfunctioning, resulting in loss of volume and density; and loss of melanin, creating duller, coarser and more porous hair. Melanin is known to account for hair colour, but it’s ability to regulate quality and texture has led Kérastase to identify it as the source of “hair youth”. To preserve hair beauty and vitality, the Densifique Sérum Jeunesse formula contains the most powerful antioxidant complex – Anti-Ox Cellular – to preserve melanocytes, the skin cells that produce melanin. This innovative complex expertly combines Ferulic Acid and Vitamins C and E with a UV filter and the power of Stemoxydine®, a patented molecule that significantly amplifies hair density, to restore shine, strength and suppleness.

Leading Australian clinical and research dermatologist and foremost expert in age- related disorders of the scalp, Professor Rodney Sinclair, acknowledges the importance of Kérastase’s development of Densifique Sérum Jeunesse: “While dermatologists have become more clever at rejuvenation of the skin, reversing the inevitable age-related loss of hair volume and preventing the hair from losing its vibrant colour and turning grey has proven to be a major challenge. While we do have patented prescription medications to stop hair loss, the idea of a simple serum that is applied to the scalp to address the two key concerns people have with ageing hair is a major step forward.”

Tested by consumers and professional hairdressers, in just one use, Densifique Sérum Jeunesse magnifies volume, intensifies shine and restores youthful softness. Within 3 months, the quality of the hair is visibly improved and its youthful attributes are revealed. The Densifique Sérum Jeunesse is the newest addition to Kérastase’s Densifique Absolu Collection, which includes: a bodifying bath, regenerating masque, a thickening treatment mousse and intense densifying in-salon ritual.

-TJKERASTASE PARIS Densifique Serum Jeunesse hr