The scene: a humid, electric, almost liquid New York. In it, two contemporary icons – Sydney Sweeney and Emily Ratajkowski – wander around as if they were the protagonists of a hyper-realistic fashion film directed by Harmony Korine. Their goal: to find absolute brilliance.
This is the story behind ‘Where’s the shine?’, the new Kérastase campaign, which transforms hair care into a visual narrative where glam meets urban reality. The focus: the Gloss Absolu line, an ode to mirror finish and high performance anti-frizz. In particular, the Gloss Absolu Glaze Drops – the ultra-light hair oil that redefines the concept of controlled shine.
We’re talking about a hair oil that acts as an IRL filter: it repairs, hydrates and boosts shine without weighing it down. Perfect for surfing the humidity of NYC (or any city with tropical rave weather). Frizz doesn’t stand a chance.
The entire line moves on the same frequency: Bain Hydra-Glaze, an illuminating shampoo to reset; Insta-Glaze, a conditioner that acts like a flash of light; and Anti-Frizz Glaze Milk, an all-in-one hybrid to tame hair chaos with style.
Available now on the Kérastase website, Gloss Absolu Glaze Drops promises to become the new object of desire for those who understand that shine is more than a look – it’s an attitude.
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