Kérastase introduced Kérastase Society in Amsterdam: The Hotel takeover where hair checks in and stays out late

From the lobby to the suites, every space was dressed in the Kérastase mood: playful, polished, a little after-dark, and impossible to ignore. 

Created as an expression of liberated Parisianity, Kérastase Society captured a modern kind of luxury, one that knows how to behave, but prefers not to. Chic without the rules. Sensual without the effort. Refined, with a pulse. 

More than an event, Kérastase Society invited guests into a world where haircare meets hospitality, culture, and desire. 

CHECK IN. GLAZE UP. STAY A WHILE. 

The story started in the Lobby, where guests received a K charm to unlock the experience. It was the first sign that this was not standard hotel protocol. 

Then came the Glazed Café. Inspired by Gloss Absolu and its iconic Glaze Drops, the space turned shine into a café experience through exclusive Kérastase-inspired glazed drinks and self-glazed pâtisseries. The lobby became a glossy temptation: soft, luminous, and very hard to leave. 

HAIR GLOW LOADING 

At the Glow-Up Studio, Kérastase brought professional expertise into the experience in a way that felt immediate, elevated, and deeply personal. Guests could enjoy hair touch-ups and received a personalised scalp and hair diagnosis powered by K-Scan, the brand’s beauty tech device. 

Designed as the ultimate hair glow-up, the space was inspired by the spirit of the 60s and by Kérastase’s core heritage, reinterpreting the codes of the salon through a more modern, playful, and immersive lens. 

In Amsterdam, the Glow-Up Studio was in partnership with Rob Peetoom, a renowned luxury Dutch salon chain with strong brand heritage and highly respected position within the field of professional haircare.  

THE SOCIAL CLUB: YOU RUN THE NIGHT 

Inside the Social Club, the mood changes and the tempo followed. Inspired by the Blond Absolu range, retro club culture, late-night connection, and the more playful side of beauty, this is where Kérastase Society loosened up. 

Guests could move through a line-up of playful features, including a purple ping-pong table, vintage TVs, vinyl records, art books, puzzles, chess games, all designed to turn the space into a hangout with attitude. 

By day, it felt easy. By night, it got louder and a little more electric. 

DINNER, REVERSED 

Among the most premium moments of the experience, the Chronologiste Dinner offered an exclusive chapter inspired by the philosophy of longevity. 

Conceived as a reverse dinner concept, it brought the spirit of Chronologiste, to reverse five visible signs of hair aging to the table through a format shaped by time, ritual, and reinvention. Slower, more intimate and deliberately unexpected, it introduced a different kind of indulgence into the takeover. 

MORE THAN A STAY 

What Kérastase Society left behind is more than the memory of an event. It left a mood. A silhouette. A new way of seeing Kérastase. 

Through hotel codes, playful claims and immersive rituals, Kérastase transformed haircare into something guests did not simply discover, but slipped into. 

Coming to a city near you this summer, Kérastase Society will unfold across a growing list of destinations, with confirmed stops including Paris, Madrid, Melbourne, Amsterdam, New York, Munich, London, Bucharest, Lisbon, and more to come. 

For visuals, click here.
Photographer Damon Rigter @bydamonrigter

Voor meer informatie ga naar https://www.kerastase.be/nl