Luxury haircare brand Kérastase has unveiled House of Gloss, an immersive pop-up experience in the heart of Soho, London. It ran from May 10 to 18 at 59 Greek Street to celebrate the launch of Gloss Absolu, the brand’s most significant product release of the year through an interactive, education-driven journey.
Hussein Jaber, General Manager of Kérastase UK, noted that the initiative reflects the brand’s growing ambition to connect more closely with both stylists and consumers. He emphasised that experiential marketing, particularly through immersive pop-ups, allows brands like Kérastase to deliver meaningful engagements that go beyond traditional retail, leaving a lasting impression and sparking genuine excitement around new launches.
At the heart of the pop-up is the Gloss Absolu discovery zone, where visitors could explore the full product range, engage with playful prize-winning opportunities, and enjoy visually captivating installations. A personalised scalp diagnosis area offered professional insights into hair and scalp health, while the masterclass lounge hosted a curated series of expert-led sessions.
To elevate the experience, themed events like Mocktail Monday and Get Glossed Friday provide added moments of indulgence. The latter features pre-party pampering with hair touch-ups using the new Glaze Drops, makeup refreshes by YSL, and complimentary cocktails, a luxe launchpad for a night out in Soho.
The masterclass schedule included:
“Your Hair Questions Answered” (May 13): LuxeGen and stylist Chlöe Swift discuss common hair concerns and salon-level solutions.
“Crafting a Lasting Career” (May 14): In collaboration with Girls in Marketing and LinkedIn’s Zara Eaton, this empowering session offers advice on career growth and branding.
“Building Your Personal Brand” (May 15): Focused on helping entrepreneurs and content creators refine their voice and image.
Through this dynamic pop-up, Kérastase merged luxury, education, and sensory exploration; reaffirming its leadership in professional haircare while offering visitors a unique and
transformative beauty experience.
