Infusium, which helped usher in salon quality hair care to the mass market three decades ago, is unleashing the next generation of the brand.
Known for its leave-in treatment attributes, the brand’s new lineup zeros in on women who want multitasking hair care and treatment products. A vibrant new bottle design was created to help introduce the new collection.
Retailers said the timing is right as they look to pump up their salon-inspired hair-care sales. The segment, which delivers attractive margins, has been overlooked with the rush to textured hair product entries.
That request isn’t lost on Helen of Troy, which acquired Infusium in 2009 from Procter & Gamble.
“Relaunching within the salon-inspired segment is an exciting moment for the brand, as this is where it was always meant to be. In doing so, we needed to get back to our roots to truly understand what the consumer was looking for within an already extremely saturated hair-care category,” said Rick Cutler, vice president of retail marketing, Helen of Troy Beauty.
Listening to consumers, Helen of Troy found women want low-maintenance solutions for healthy hair. “Women are busier than ever and need versatile products that can deliver real benefits to address their unique hair needs — specifically as it relates to damage. Our strong heritage and equity within leave-in treatments allows the brand to address this unmet consumer need state and uniquely contribute to Salon-inspired category growth,” Cutler said.
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Also addressing consumer and retailer laments that hair care can be a confusing category to shop, Infusium edited the offer. “Infusium believes healthy hair begins with reliable hair-care products that work, and that women do not need a complicated routine to achieve outstanding results. In addition to our new look and feel, we have pared down our offerings to focus on core products to make it simple for consumers to shop and seamlessly integrate within their day-to-day routine. This new and lean lineup includes a total of eight stockeeping units,” explained Cutler.
Known as a pioneer within the category, Infusium’s Original Leave-in Treatment product is a staple of the relaunch. In addition to the Original Leave-in Treatment, the brand will also be introducing the next generation of treatment offerings: Repair + Renew Smoothing Serum and Repair + Renew Leave-in Crème.
The Repair + Renew is said to repair two years of damage on one use, according to the company. It is infused with Argan Oil and Keratin, two consumer hot buttons, to build strength and elasticity combined with smoothness.
Moisturize + Replenish is infused with avocado and olive oils to hydrate and quench dry, dull strands of hair.
Celebrity hair expert Enzo Angileri has been tapped for the relaunch. “As a hairstylist, I believe hair care is top priority for every woman’s routine; it’s essential to take care of hair prior to styling. Infusium’s new products are professional, and most importantly, help unruly hair behave, while still providing movement. I can’t wait to use on my clients,” he said.
Infusium will put its muscle behind driving awareness of the new brand identity, which will also include an aggressive social media effort.
While many reboots integrate into planograms as old product sells out, Infusium is demonstrating its optimism for the new lineup by replacing all existing items with the new. “This helps us not have a checkerboard presentation on the shelf where customers get confused over what is new and what is old,” said one buyer.