Infusium 23
In a category dominated by unrelatable celebrities with beautiful hair, Infusium 23’s collection of hair products was positioned as a solution to the never-ending conversation about how women want to repair, restore and restructure their hair after damage.
the creative concept: Repair. Restore. Restructures.
Every woman has damaged her hair at some point in her life. Whether it’s coloring, teasing or curling, women have and will continue to try anything to get to that perfect hair day. It’s the story every woman will relate to and it’s a conversation Infusium 23 wants to own; What have you done to your hair and how can we help? The campaign follows a young woman’s pursuit of beautiful hair and positions Infusium as a lifelong partner. “Infusium was there every step of the way to repair the damage I did.” The communication is further reinforced with the new tag line: “Repairs. Restores. Restructures.”