Kérastase Worldwide and Publicis 133 have created a global campaign for the launch of the luxury hair care brand’s new creation Resistance Thérapiste.

The humorous online campaign titled ‘Therapiste’ is made up of three, black-and-white, 2- minute long films featuring three obsessive women confessing their addiction to a hair- obsessed therapist played by the actor Eric Roberts.

In the therapist’s consulting room, each episode presents a woman with a real defined psychology. Concerned, she talks about her life, but quickly, the therapist brings her back to her hair. The films end with a revelation, when the therapist gives her the solution for her hair issue.

Each episode ends with a prompt to viewers to visit the #HairConfession platform on which everyone can confess their own experiences of treating their hair badly using the hashtag #HairConfession.

The aim of the campaign is to help them to stop feeling guilty about the constant stress they put their hair through (from sun-damage to over-styling to over-dying) and its resulting condition.

The Résistance 'Thérapiste' web series will launch today on Kerastase Worldwide’s YouTube channel and website. It was directed by Matthew Frost.

The new product has been created 20 years after the creation of cult brand; Résistance. It infuses vitality to over-processed hair, thanks to a secret pioneering discovery of the structure of the hair and an ancient plant.