Anja Rubik for Kérastase

Luxe salon haircare brand Kérastase has a fan base to envy and it could get even bigger if the new product it announced last week lives up to its claims.

Called L’Incroyable Blowdry, it’s a “reshapeable heat lotion that makes blowdrys last longer by providing optimal shapeability and infinite options to style and restyle,” the L’Oréal-owned brand claims.

Now, having written about hair and beauty products for nearly 30 years, I’ve learned to take such claims with a pinch of salt. But there’s no denying that styling products have got better and better in recent years and I can now go out of the house with curly or straight hair and find that it stays that way (most of the time).

So what’s special about L’Incroyable Blowdry? It features Stimuli Responsive Styling, the company says and is the first launch of a patent-pending reshapeable microwax technology. The product’s micro particles are stimulated by heat such as a blowdryer, which is claimed to lock the hairstyle in.

The micro particles “can then be reactivated without reapplying product for multiple restyling opportunities,” we’re told. And the hair stays soft too.

Kérastase has chosen Polish supermodel Anja Rubik at the face (or hair) of the product with an ad campaign that shows off just what it can achieve. Of course, it helps that her hair was styled for the campaign visuals by hairdresser Luigi Murenu. Whether any of us can get similar results, and staying power we’ll have to wait until its launch date in February to find out.

Anja Rubik for Kérastase