THE EVENT: GOLDWELL makes it debut in the luxury hair care category with Kerasilk, four salon treatments with corresponding home care products.

THE DETAILS: The Goldwell Academy in NYC was the setting for the introduction of the line, shown on the models to demonstrate the conditioning values of the different segments: Kerasil Color (for dull or fading color), Kerasilk Control (for frizz), Kerasilk Repower (for limp lifeless hair) and Kerasilk Reconstruct (for stressed or damaged hair).

WHAT MAKES IT DIFFERENT: Goldwell turned to the skincare science, developing Keratransform Technology, fusing the power of 3 ingredients to provide structural support and deliver specialized results of beauty, strength and protection.

HIGHLIGHTS: Helping to introduce the line to the press was Goldwell Artistic Director Rebecca Hiele who shared details on the beauty of the treatments and Celebrity colorist Rona O’Connor of the Lukaro Salon, Beverly Hills, who shared her secrets to creating shine and supporting long lasting color using Kerasilk. “It’s all about prepping the hair properly,” said O’Connor.

THE LAST WORD: “This new line bridges the gap between salons and then home,” says Trevor Attenborough, General Manager of Kao Salon Division North America. “It’s innovative technologies and groundbreaking formulas make this the most advanced, at-home care line Goldwell has ever released.”