INFUSIUM HAIR CARE | RELAUNCH
You’ve probably heard someone described as a “powerful woman” before. And that got us thinking, aren’t we all powerful women? And when our hair looks good, don’t we feel more powerful too? (Our research surely indicates that.) Infusium believes in the unspoken power within each and every one of us. And we are making it their mission to help women tap into that limitless potential that is inside all of us. We’re calling it -- “the power of I”.
“Rise to the power of I” — our idea behind Infusium's national campaign relaunch contains a strategic double meaning. For our target audience (25-40 y.o. strivers), "Rise to the Power of I" means living to your potential. For Infusium, this line functions as a built in CTA, alluding to the brand's proprietary I-23 Complex, a power-nutrient which improves your hair with each use.
In 2018, in partnership with PopSugar, Infusium will role out mobile hair salons in select markets to surprise and delight women with ambush makeovers on the spot. Street teams will give out free samples and styling tips.
MOBILE SALON MENU
DIGITAL OOH DISPLAYING MAKEOVERS FROM THE MOBILE SALON WITH EMPOWERING MESSAGES OVERLAYED
RICH MEDIA DEMO
THE THREE WAY MIRROR:
Where do women tend to be most critical of themselves? In front of the mirror. So let’s surprise and delight them with self-esteem boosting messages courtesy of Infusium. We will transform the dreaded three way mirror in department store dressing rooms with facial recognition technology that will deliver confidence boosting messages to women when sensing dissent in their expressions. All laddering up to Infusium’s mission to help women rise to their fullest potential.
TEAM: Katie Roberts CW, Trey Wright AD