21 May 2024

New Keratin Complex 2022 Brand Campaign

Keratin Complex unveils their 2022 brand campaign that underscores their mission of delivering beautiful hair every day!

Keratin Complex is kicking off the new year with a new image campaign designed to underscore their brand’s positioning of ‘Beautiful Hair Every Day’. The new campaign will be used across all marketing, education and sales activities throughout the year.

Part of the inspiration for this new campaign came from the vibrancy of the brand’s recently updated packaging, that now expresses their treatment collections through brightly colored boxes that include the respective treatments along with aftercare. The new campaign reflects the boldness, energy and innovation of the new packaging through imagery that has energy, movement and vibrancy to the hair. 

The talented campaign team included Sylvia Batista, Creative Director Keratin Complex, noted beauty industry photographer Roberto Ligresti, Andrea Wilson, Lead Hairstylist, and other talented individuals. The campaign was shot at the Pier 59 Studios in NYC. An additional goal for the campaign was to erase the common misconception that “keratin” equals straight hair when, in fact, it does not! Keratin equals stronger, smoother and healthier hair for all hair textures.

Keratin Complex wanted to illustrate that their assortment of keratin treatments, keratin-enhanced aftercare and professional hair color collections are for everyone – all hair types, textures, and demographics.

A focus for us during the 2022 campaign shoot was to showcase that healthy hair is for everyone – to show different curl patterns, ages and to also support the launch of our newest innovative treatment KCTEXTURE Curl Enhancing Keratin Treatment that will be debuting in May 2022,” commented Zoe Hyams, Senior Vice President Marketing for Keratin Complex.

As a brand, Keratin Complex doesn’t believe in a “one size fits all” approach. The brand embraces diversity in all forms and that their brand delivers beautiful hair for every hair type and demographic.

The images highlight the depth of the Keratin Complex product portfolio, with each model representing a different keratin treatment, style, or color story. What is consistent throughout is the integrity of the hair after using our treatments and products. Keratin Complex’s strategy was not about capturing the “perfect” shot where every hair is in place – it was about consumers and stylists being able to see themselves in the brand,” added Hyams.


Brand Campaign Shoot Credits for Images:
Zoe Hyams / Sr. Vice President Marketing and Public Relations, Keratin Complex
Sylvia Batista / Creative Director, Keratin Complex
Roberto Ligresti / Photographer
Andrea Wilson / Lead Hairstylist
Whitney Hunt / Assistant Hairstylist
Rod Novoa / Clothing Stylist
David Maderich / Makeup Artist
Location: Pier 59, NYC Chelsea


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