Restaged Formulas introduced by Infusium23

Experts regarding ‘problem-hair’ since 1924, Infusium23 has launched restaged formulas and a new packaging redesign for its Repair + Renew and Moisture Replenisher collections.

Reinforced with amino acids, proteins, and pro-vitamins, the Keratin & Argan Oil laden Repair + Renew contains a cutting-edge formula that fortifies hair and checks damage. Now, it also includes a ‘Heat Tamer’, a fourth SKU, to protect hair from heat styling’s detrimental effects, keeping hair soft, shiny and non-oily.

Full of Avocado and Olive Oil, the Moisture Replenisher combines a nourishing blend of antioxidants, vitamins and minerals that augment hydration for healthy and soft hair. This new formula collection is claimed to be effective for detangling, moisturising a dry scalp and taming frizz.

A new product, "Smoothing Crème", for customers looking for a heavier leave-in treatment has also been added, which reduces frizz and restores shine without the effect of weighing down on hair.

Vice President, Personal Care Grooming & Liquids at Idelle, Rick Cutler, said: "We feel these new formulas continue to support the mission of the brand. The ingredients were strategically chosen to amplify the hair repair benefits of each product."

The sleek redesign to Infusium23 includes silver colour and feminine typography, which is counter-balanced by silver foil. Shape of the bottle has been modified for easy shopping and each category has been given a different cap to facilitate effortless identification by customers.

Available throughout the US and Canada in over 20,000 retail outlets, Infusium23 products cost $6.99 and are distributed by Idelle Labs Ltd., which is a division of leading global consumer products company Helen of Troy Ltd.