Kérastase and Sephora took the energy of the US Open into the beauty world on 20 August with 'The Gloss Games', a tennis-inspired activation that brought Gloss Absolu into the spotlight in New York.
Held at Sephora's new Astor Place location, the event formed part of the beauty retailer's wider US Open activity. Kérastase hosted the activation, where visitors could receive product samples and giveaways while experiencing the brand during one of New York's biggest sporting periods.
The event centred on Kérastase's Gloss Absolu collection, linking its focus on glossy-looking hair with the visual language of tennis and the excitement surrounding the US Open.
The activation came as Sephora expanded its presence around the tournament after becoming the US Open's first official Beauty Retail Partner, giving beauty brands a new platform to connect with tennis fans in New York.
Kérastase and Sephora Bring 'Gloss Games' to New York
The concept was summed up by creative agency ANOTHER A STORY with the phrase: 'Game, set, gloss.'
The agency described the Kérastase x Sephora activation as a 'tennis-inspired takeover' celebrating Gloss Absolu, highlighting courtside beauty, playful moments and shine.
The event gave visitors an opportunity to engage with Kérastase products in a setting inspired by the tournament, with product samples and giveaways among the confirmed elements of the activation.
Its location at Sephora's new Astor Place store also placed the experience directly within New York's retail and cultural landscape during the US Open period.
Rather than positioning the event as a standalone haircare promotion, the tennis theme connected Gloss Absolu with the wider atmosphere surrounding the tournament, bringing together two highly visual areas of consumer culture: beauty and sport.
For Sephora, the activation was part of its broader US Open presence. The retailer's partnership with the tournament marked its first official Beauty Retail Partner role, expanding the event's beauty offering beyond traditional sponsorship.
Gloss Absolu Steps Onto the Beauty Court
Gloss Absolu remained at the centre of Kérastase's activation, with the collection providing the clearest link between the brand and the event's emphasis on shine. The tennis-inspired concept also gave the campaign a recognisable visual identity, using the language of the court to frame the beauty experience around Gloss Absolu.
The timing was significant for the campaign. The activation arrived during the build-up to the US Open and as New York began filling with the energy associated with the tournament. The event reflected the growing presence of beauty within major sporting occasions, where brands can reach consumers through physical experiences as well as traditional advertising.
For Kérastase, the Gloss Games provided a way to place Gloss Absolu within that cultural moment while giving consumers an opportunity to discover the collection through Sephora. Its connection to the US Open gave the campaign a wider New York setting, combining the excitement of tennis with the visual appeal of glossy haircare.
Kérastase and Sephora ultimately delivered a simple beauty-meets-sport concept: as tennis took over New York, Gloss Absolu found its own place on the beauty court—game, set, gloss.
