Sigma Group
infusium23 Repairs Restores Restructures

Infusium 23 Follows a Young Woman’s Pursuit of Beautiful Hair

We are excited to announce the launch of our latest Infusium 23’s campaign: Repairs. Restores. 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. In a category dominated by unrelatable celebrities with beautiful hair, we positioned Infusium 23’s collection of hair products as a solution to the never-ending conversation about how women want to repair, restore and restructure after damage. 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.” Kristen Krone, Creative Director said, “I’m proud of the creative risk we took to showcase the journey women go through. We wanted to tell a story that would resonate with women and start a conversation about hair damage and repair that they could really relate to.” The campaign includes TV, video content, website, print and digital campaign extensions. Plans for multiple PR and social programs are in the works as well.

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Sigma Group
10 Mountainview Road
Upper Saddle River, NJ 07458