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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About Sigma Group:

Sigma Group, a New Jersey based advertising agency, develops uncommonly creative stories that people love and love to share.  Sigma bridges brands with people and connects companies with their customers to drive business forward.  Sigma leverages multi-disciplinary creative facets of the agency to execute business-right storytelling for our clients, and we set brands free to be more than the products and services they sell.  Sigma works with some of the world’s most well-known brands, is the top-ranked advertising agency in New Jersey (Adweek), was named the top small advertising agency in the Northeast (Advertising Age) and has been listed as one of Inc. Magazine’s Fastest Growing 5,000 companies for five years straight. Sigma Group produces award-winning work for consumer packaged goods, retail and technology companies.