Super-Pharm surprises the market: Kérastase opens its first pop-up in Israel
The premium hair care brand Kérastase is launching a collaboration with Super-Pharm, opening an experiential space at the Ofer Ramat Aviv Mall featuring styling stations, games, and personalized gifts.
After the Glossy Hair trend conquered TikTok, red carpets, and the beauty routines of Generation Z, the professional hair care brand Kérastase is bringing a new experience to Israel. In collaboration with Super-Pharm, the brand is opening its first-ever pop-up store to mark the launch of Gloss Absolu, a new care series for long, frizz-prone hair.
The first Kérastase pop-up will be located at the Ofer Ramat Aviv Mall and will run from August 23 to August 31. It will feature an interactive experience combining content, care, and personalization, with photo stations and activities inspired by the world of Gloss.
Kérastase pop-up at Ramat Aviv Mall (Photo: PR)
During their visit, guests can test Gloss Absolu products, receive advice and styling from professional hair stylists, and participate in games with prizes. On select days, customers who purchase a product from the series will be able to have their name engraved on it, turning it into a personal item.
The face of the new Gloss Absolu series is Hollywood actress and international icon Sydney Sweeney. Her iconic hair look served as the inspiration for the pop-up's design and accompanying content.
Kérastase pop-up at Ramat Aviv Mall (Photo: PR)
Yaniv Levy, Communications Manager of Kérastase Israel, stated:
"In a world where consumers meet brands mainly through screens, we believe the most significant connection is created when they can truly experience the brand. Our goal is to turn Kérastase from a brand that is seen into one that can be touched and felt. For us, experiential marketing is a way to build a deeper connection and bridge the digital world with a real, personal meeting."
Kérastase pop-up at Ramat Aviv Mall (Photo: PR)
Herzliya Ashkenazi, Director of Marketing and Cosmetics Trade at Super-Pharm, added: "The collaboration with Kérastase reflects Super-Pharm's commitment to continue bringing Israeli consumers the brands, trends, and innovations that lead the beauty industry."
