• Brandweek, Tuesday, September 22, 2009 11:30 AM

Helen of Troy, which bought the Infusium 23 brand of hair care products from Procter & Gamble in March, is giving the 85-year-old brand its first major marketing campaign in years, Elaine Wong reports. TV spots refer to the brand as "The One," comparing its virtues with that of the perfect boyfriend.

Women tend to feel anxiety when shopping for hair products, according to Marc Broccoli, hair care marketing director at Idelle Labs, a division of Helen of Troy. "They are on a constant quest for the perfect product to give them a good hair day, but none of them feel they've found it," he says. The result is "a graveyard of products they've tried and never use [again]," he says.

Infusium 23 started as a salon brand and moved into retail in 1986 when it was owned by Clairol. P&G acquired Bristol-Myers Squibb's personal care products unit in 2001.

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