Kérastase opens its second Rio Concept Store on Feb. 5 at BarraShopping, featuring Gloss Absolu, K-Scan diagnosis, immersive activations, and exclusive Le Parfum sales.
Kérastase will open its second Concept Store in Rio de Janeiro on February 5. The new space will be located at BarraShopping and will be open to the public for one month. In this way, the brand expands its luxury retail experience strategy in the city.
Inspired by the Gloss Absolu launch, the store delivers an immersive and personalized journey. The line is positioned around mirror-like shine, frizz control, and a sophisticated fragrance. In addition, the Concept Store brings an exclusive retail highlight: Gloss Absolu Le Parfum.
K-Scan diagnosis and activations
The experience starts with a hair diagnosis at the K-Scan station. According to the material, artificial intelligence guides customers toward the ideal treatment and directs them to the full salon experience. Thus, the brand connects technology with personalized service.
The store also features a retail area focused on sell-out, spotlighting Gloss Absolu products. In addition, it includes Instagrammable areas, a photobooth, and a popsicle bar. Finally, a gift station and checkout experience are designed to surprise customers with gifts for each purchase.
Dates and location
The Concept Store will operate on the Lagoa floor at BarraShopping. It remains open until March 4, 2026. In this way, visitors are invited to experience the Gloss Absolu universe in an exclusive and sophisticated environment.
Brand highlights expansion in Rio
Caroline Vital, Kérastase Brazil director, said the opening consolidates the expansion of the brand’s retail experience strategy in Rio. According to her, the goal is to translate Gloss Absolu’s prestige into a high-standard physical and sensory journey. Therefore, the store is positioned as a brand ecosystem with exclusivities and differentiated activations.
“More than a point of sale, this space works as a brand ecosystem, where we offer exclusivities such as Le Parfum and differentiated activations.”
About Kérastase and L’Oréal Group
Created in 1964, Kérastase is positioned as a global leader in professional haircare treatment. The brand says it offers more than 100 products, is sold in about 60 countries, and reaches 20 million consumers. In addition, it highlights specialized hairdressers trained to deliver precise diagnoses and recommend ideal treatments.
L’Oréal Group has been dedicated to beauty for 115 years and has an international portfolio of 38 brands. In 2024, the group reported sales of 43.48 billion euros and more than 90,000 employees worldwide. In Brazil, where it marked 65 years in 2024, the company says it operates a portfolio of 22 brands in the country.