Infusium 23 launches miracle therapy collection

NEW YORK — Infusium 23, the "problem-hair" experts since 1924, recently introduced its most premium collection to-date: Miracle Therapy. The new line features a key formula ingredient, moringa oil, derived from a nutrient-dense plant native to the Himalayas and revered for its healing properties.

The oil pressed from moringa seeds includes numerous vitamins, minerals and antioxidants essential for treating damaged hair.

"No other products in mass retail leverage the benefits of moringa oil," said Rick Cutler, senior director at Idelle Labs. "It was our objective to create a new formula that would both differentiate Infusium 23 from its competitors and enhance the brand's promise of fixing and preventing damaged, unmanageable hair."

The Miracle Therapy collection is comprised of five SKUs, including a shampoo, conditioner and leave-in treatment spray, as well as two new applications of the leave-in treatment: a foaming mousse and serum. Products are available at major retailers for $6.99 to $8.99 in the United States and Canada.

In addition to the new collection, Infusium 23's packaging received an updated look for 2014. A more elegant logo and hair swoosh reflect the company's salon heritage, and the addition of brand and sku-specific benefits to the front label aim to enhance "shopability."