Submitted by Pulpkey

Kérastase Creator Haircare Routine Campaign India

Influencer Marketing

Pulpkey ran an aesthetic-first influencer campaign with 4 creators in India for Kérastase luxury haircare, which the agency reports drew 204.6K views across its content.

204.6KViews
36.9KReach
6.6KTotal Likes
112Saves

Case in 60 seconds

Kérastase needed to register in India as a premium, high-efficacy haircare brand offering salon-like results at home, which meant showing luxury and efficacy through creator content without the product feeling overly commercial.

The campaign turns on aesthetic fit rather than audience size, because a luxury haircare promise is judged on how transformation, texture and routine look on screen, so the brief sought creators who already resonate with self-care and luxury wellness.

Pulpkey built the work around personal Kérastase routines told in an intimate, premium register, so the product stayed central while subtle luxury cues invited curiosity and trial rather than a direct sales message.

Pulpkey partnered with 4 creators known for minimal, aspirational beauty content, and each showed a Kérastase routine through clean visuals, hair transformation shots, styling transitions, texture shots and personal voiceovers, producing 4 pieces of content in total.

Pulpkey reports 204.6K views, 36.9K reach and 6.6K total likes, alongside 67 total comments, 112 saves and 48 shares, and the page prints audience comments in which viewers say they want to try or buy the products.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Viewers drawn to self-care, beauty and luxury wellness content in India, reached through creators known for minimal, aspirational beauty content.
Luxury haircare has to prove efficacy while keeping a premium tone, so the brief asked for content that showed salon-like results at home without the product becoming overly commercial.
The page frames Kérastase as the centre of each creator's own routine, so the brand plays the role of a luxury care ritual rather than an advertised product, aligned with its global tone.

Creative & Execution System

Partners

  • Pulpkey (lead_agency)

Creator role

  • avantikahundaal — creator
  • meghnasahijwani — creator
  • thegirlinskyhighheels — creator
  • thevaishalidiaries — creator

Results & Evidence

MetricValueResult type
Views204.6K viewsvideo_views
Reach36.9K reachreach
Total Likes6.6K likesperformance
Saves112 savesperformance
Total Comments67 commentsperformance
Shares48 sharesperformance

Why Pulpkey's strategy worked

  1. 1

    A small roster cast for visual tone rather than follower scale can carry a luxury positioning, because the creator's existing aesthetic lends the product a premium setting that a brand post cannot borrow.

  2. 2

    Routine-based storytelling keeps a product central without overt selling, because the viewer watches the product in personal use rather than hearing claims about it, which the page links to curiosity and trial.

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