Thousands packed picnic blankets and headed to the So Frenchy So Chic Festival held in Melbourne and Sydney this month. The events, hosted in Melbourne on the 10th of January and Sydney on the 16th of January, saw attendees enjoy French cheese, French wine and, thanks to Kérastase, French braids.
The event, now in its fifth year, was multi-faceted, in one instance celebrating the ‘joie de vivre’ of France, rejoicing with live music, good food, premium beauty and that necessary French wine. In another instance, it was serious and significant, holding a minute’s silence to signify the tragic events in Paris in November 2015, and show solidarity in the face of this vitriol.
As a celebration of French lifestyle, beauty and hair was an understandably important facet, and Kérastase was the ideal brand to provide this element to the festival, due to its own rich Parisian heritage. The festival was the brand’s first consumer event partnership in Australia.
Kérastase hosted a braid bar at the festival, fulfilling the ‘Chic’ aspect of the event’s title. Visitors were able to choose from a selection of braids including the Swept-back Secret Braid, Chic Braid & Bun, Classic Undone Side Fishtail and the Laid-Back Two-in-one Braid, as well as try out all the latest products from Kérastase’s Couture Styling collection. Attendees could also adorn their braid with a flower garland from the florist stall next to the braid bar.
The braid bars were located on the main lawn of each festival, at Werribee Park in Melbourne and the University of Sydney, Camperdown, in Sydney, giving attendees a great view of the festival while they were having their hair braided. Each hair session began with a complimentary hair consultation, before a Kérastase stylist created a braided style from the Kérastase Book of Braids.
The book includes crucial do’s and don’t’s of braiding, as well as primary guidelines, tools and ‘braiding 101’ instructions. It then delves into 10 more in depth chapters, including classic French braids, fishtails, secret braids, headbands, ponywraps and more. The book’s evocative images, illustrated by Jessica Durant, also lined the walls of the braid bar, which was otherwise decorated with flowers, product samples and a marble bench top.
Other festival entertainment included live music from a selection of highly-respected international artists, such as French singer-songwriter Lou Dillon, in her first Australian trip. Moroccan-born folk and blues singer Hindi Zahra, disco duo Brigitte and hip-hop collective Soviet Suprem also took to the stage.
The festival proved a poignant and picturesque way to enjoy French culture right here in Australia – and what would a celebration of France be without perfect hair?
For more information visit www.kerastase.com.au
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