24 years of Stem Cell Research brings INITIALISTE Kérastase’s 1st Advanced Scalp & Hair Concentrate. INITIALISTE is an innovation by Kerastase, which has turned a new page in hair care, ushering in a new era of stem cells biology. INITIALISTE is made with native plant cells that act directly at the source of hair, enabling it to grow stronger, shinier, healthier and more beautiful than ever. INITIALISTE has an exclusive Regenerative Complex® which protects and maintains stem cells and their environment to optimize the production of the hair biomaterial, thus reinforcing the strength and quality of the hair fibre, originating at its source (the hair bulb). INITIALISTE is a leave-in product that is applied on towel-dried hair, directly on the scalp, just before styling. Gently massage with finger tips to spread the product evenly across the scalp. Used after shampoo conditioning, INITIALISTE acts on the hair’s beauty capital by making it stronger and more beautiful throughout its growing stage. It is a unique sensorial experience for an unrivaled result, which blends into all the other Kérastase beauty Rituals. Initialiste (60ml) will be available across all Kérastase Salons from August 2013 onwards. MRP: INR 4200

1. THE ART OF PERFECT HAIR

7. THE VALUES OF PROFESSIONAL LUXURY

11. •New step in the beauty routine
•Ultra-light weight texture
•High performance formulas and long-lasting results
•Daily-cream efficiency booster
Estée Lauder Advanced
Night Repair
Lancôme Génifique Dior Capture XP
Overnight Recovery

12. NEW
INITIALISTE
Kérastase’s 1st advanced scalp & hair concentrate.
Works at the level of stem cells to
create beautiful hair at the source

13. A NEW STEP IN DIVINE HAIR TRANSFORMATION
TRANSVERSAL
All Hair types
Every Hair care Routine
Universal beauty care Gesture
TRULY LUXURY
The promise of Healthy, Luscious Hair
Luxury Serum Packaging
Inspired by Premium Skin care Serums

14. Stem cells ,present in both hair and skin are powerful
but extremely fragile cells
These cells multiply infinitely to regenerate and repair
the skin in case of an aggression.
They play a key role in the regeneration of
qualitative, healthy hair
The number of stem cells does not decrease with age
but their functionality is reduced due to internal and
external aggressions. It is, therefore, essential to protect
stem cells, their environment and their regenerating
power.
AT THE SOURCE OF BEAUTIFUL HAIR: STEM CELLS

15. A FUNDAMENTAL DISCOVERY:
STEM CELLS ARE AT THE SOURCE OF SUBLIME HAIR GROWTH
Discovery of Stem Cells in the hair follicle.
After 24 years of research, 10
publications, L’Oreal Advanced research
has discovered the existence of 2 pools
of Stem Cells at the hair follicle level.
STEM CELLS
They enable the renewal of the follicle
and the ability of the hair to regenerate
Under internal and external aggressions
like oxidative stress, pollution, UV rays,
Stem cells tend to lose their
regenerating power. Hair does mot
renew as well as it used to. As a result the
quality of hair that emerges is affected.
2 Stem Cell
Pools

16. •MILLIONS OF VEGETAL PLANT CELLS
•ANTI-OXYDATIVE POLYPHENOLS
•GLUCO-LIPIDS - SP 94
•CERAMIDES
REGENERATIVE COMPLEX® TECHNOLOGY

17. NATIVE PLANTS CELLS
Exclusive actives, extracted from an
ancestral apple tree, Malus Domestica
They Maintain and optimize the
follicle’s regenerating functions by
protecting stem cell environment.
SP 94
Gluco-lipids
Optimizes hair growth
POLYPHENOLS
Anti-oxidants
Protect the hair from
oxydative stress
(pollution, UV rays)
CERAMIDES
Strengthening molecules
Reinforce the fiber
RÉGÉNÉRATIVE COMPLEX ®
A U N I Q U E C O M B I N A T I O N O F A C T I V E I N G R E D I E N T S

18. BATHE01
Initialiste is a Universal Product suitable for all hair types,
recommended as part of all Kerastase Rituals
03 REGENERATE TEXTURISE04
S c a l p c a r e , a n I n t r i n s i c s t e p a c r o s s a l l K é r a s t a s e R i t u a l s .
TREAT02
A UNIVERSAL BEAUTY GESTURE

19. How to use Initiialiste?
•Apply Initialiste directly on the scalp and gently
massage with finger tips to spread the product evenly
across the scalp
•Apply 2-3 times a week post shampoo, on damp, towel
dried hair.
•Do not rinse off after application
How much of Initialiste to use per application?
•Fine hair/short hair : 1-2 pipettes*
•Thick hair/long hair : 2-4 pipettes*
*Pipette (Application dropper) = amount of product released by
the dropper
APPLICATION GUIDELINES

21. AFTER 1 WEEK
Hair quality improves visibly. Shiny, revitalized,
healthy looking hair
LEAVE – IN FORMULA
For all hair types
WITHIN 1 MONTH
Hair fall reduces dramatically. Upto 93% less
hair breakage. Hair is Stronger, Fuller and healthier.
ACTING ON THE PRESENT AND THE FUTURE OF HAIR IS NOW POSSIBLE
A SKIN CARE INSPIRED ‘‘HIGH PERFORMANCE’’ SERUM TEXTURE
*Instrumental test vs. non-conditioning shampoo. **Hairfall due to breakage. ***Self-assessment, 100 Indian women after 4 weeks of use.

22. of the respondents strongly agree that Overall
Initialiste is an excellent product85%
Agree that Initialiste makes the hair shiny
89%
agree that the product will be effective by
continuous usage81%
agree on the claim of hair quality
improvement after 1 week of usage70%
INITIALISTE : USER FEEDBACK
agree that Initialiste decreases/prevents
hair loss74%
* 100 Indian Women