Kérastase has chosen supermodel Anja Rubik as the face of its new campaign. Rubik is  promoting the brand’s new styling product, L’Incroyable Blowdry, which launches in salons in February 2016.

Rubik stars in a photo series for the campaign, titled “Visions of Style II,” which includes 10 transformational images that depict new hairstyles created with L’Incroyable Blowdry.

Vincent Nida, general manager, Kérastase, said, “Anja Rubik is a transcendent beauty with audacious style. She is a woman of boundless talent, and inspires through her multi-faceted forms of creative expression. For these reasons, we are very proud to welcome Anja as the face of Visions of Style II for L’Incroyable Blowdry.”

The Looks

Hairdresser Luigi Murenu styled Rubik’s hair for the campaign, which are shown above.

The photographs feature these hairstyles:La Rebelle, L’Ambitieuse, L’Enigmatique, La Romantique, La Bohème, L’Intemporelle, La Flamboyante, La Sensuelle, L’Audacieuse and L’Impulsive.

The Product

L’Incroyable Blowdry by Kérastase is a new reshapeable heat lotion that makes blowdrys last longer by providing optimal shapeability and infinite options to style and restyle, all with no stiffness and perfect results.

L’Incroyable Blowdry features Stimuli Responsive Styling, the very first launch of this patent-pending reshapeable microwax technology. The product’s micro particles are stimulated by heat such as a blowdryer, which locks the hairstyle in. The micro particles can then be reactivated without reapplying product for multiple restyling opportunities.