Tasked with creating a differentiated brand value proposition for Infusium 23, we connected with a younger audience of hair-involved women by showing more than just another a pretty face and beautiful hair.
We uncovered key insights and trends in the hair-care category and learned more about women and their hair-involved lives as well as their perception of hair care advertising trends. We developed a uniquely ownable, real and relatable campaign for Infusium 23 that helped strengthen its relationship with women and further entrench the brand as a lifelong partner in the journey to beautiful hair. We developed a fully integrated campaign across traditional and digital platforms that broke traditional hair care advertising boundaries and developed informative content that educated consumers about the product promise of “repair and renew from 23 types of damage” through downloadable infographics, social content, video segments and a responsive website. The content lived across paid, owned and earned channels.