KMS California Celebrates 40 Years With New Campaign

Think: To mark a milestone birthday, a legendary hair care company continues to do what it does best: innovate.

What it is: KMS California, a revolutionary force in hair care, marks its 40th anniversary by launching a new image campaign.

How the 2016 Image Campaign came about: Every year, top stylists, artists and innovators – the KMS California Global Style Council – meet for a week to define the latest style trends. Fittingly, the brand’s latest campaign, featuring key looks for 2016, was created in London, a fashion hot spot. The theme: innovative artists, innovative products and innovative styling techniques that put a fresh spin on classical looks.With natural hair styling as a leading trend, the KMS California Campaign for 2016 paves the way for whole range of casual-cool looks, all easy to style for maximum effect. The campaign looks, to be delivered in the 40th year of the brand, were created by the international KMS Artistic Team, including Simon Miller (US), Lori Panarello (US), Sonna Brado (US), Sam Burnett (UK) and Robert Mrosek (DE). These stylists were supported by a fantastic team: editorial stylist Halley Brisker (UK), fashion and lifestyle photographer Nick Dorey, make-up artist Lucy Burt, stylist Julia Sarr-Jamois and the Scorch London production company.


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Filled with stunning model photographs, the company’s image campaign for 2016 represents the latest in a series of milestones that has made KMS California what it is today: a brand that’s synonymous with a passion for style, high-tech breakthroughs and products that truly deliver.

Company milestones:

1976: Dick Kornfield, Jamey Mazzotta, and Gary Smith launch KMS California as a professional hair care brand with a radical mission – to make innovative, high-performance products using cutting-edge technology and naturally-derived ingredients. Their first products include the blockbusters NEFA Shampoo and Prolimin Gold Reconstructor. Developed to help repair dry, over-processed strands, both deliver on the KMS California philosophy of making hair stylists’ lives easier – an approach that will come to change the hair care industry.

1980s: KMS California introduces one revolutionary product after the next, including Control (today’s FREESHAPE 2-in-1 styling + finishing) and Trilogy (today’s MOISTREPAIR leave-in conditioner).

1990s: KMS California continues its pace of innovation, launching Molding Paste in 1995. A breakthrough in styling, it’s still one of the brand’s bestsellers, beloved by stylists and consumers around the world. FlatOut Relaxing Balm, today’s FREESHAPE hot flex creme, also makes its debut, becoming the first non-chemical relaxer from KMS California.

2000s: The brand is acquired as a subsidiary of Kao Corporation, the Japanese personal care products manufacturer, in 2002, and continues to thrive as part of the Kao Salon portfolio. Some of its most celebrated new products include FREESHAPE, for heat-activated styles that last until the next wash, and TAMEFRIZZ, for up to 100% frizz reduction.

2016: To mark its 40th anniversary year, KMS California launches an image campaign focused on innovation – from the brand’s brilliantly creative, worldwide network of stylists to those stylists’ favorite products to the company’s ever more innovative advances.

About: Kao USA Inc. Salon Division (“Kao Salon Division”) is a business division of Kao USA Inc., which is a wholly-owned subsidiary of Kao Corporation.  Kao Salon Division is a thought and trend leader in the professional hair care industry as well as the home of the Goldwell and KMS California brands. The mission of Kao Salon Division is to enrich the lives of stylists, salon owners and their clients through partnership, salon business growth and our salon exclusive portfolio of advanced services, innovative products and inspiring education.