Aligning with the brand's mission of delivering "Beautiful Hair Every Day," Keratin Complex announces a new image campaign that will be used across all marketing, education, and sales activities throughout 2022. The inspiration for the campaign comes partly from Keratin Complex’s recently updated packaging—vibrant, 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.

Keratin Is for All Textures

An additional goal for the campaign is to address the common misconception that “keratin” equals straight hair when, in fact, it delivers stronger, smoother, and healthier hair for all hair textures. The Keratin Complex assortment of keratin treatments, keratin-enhanced aftercare, and professional hair color collections are for all hair types, textures, and demographics.

“The 2022 campaign shoot showcases that healthy hair is for everyone," says Zoe Hyams, Senior Vice President Marketing. "We show various curl patterns and different ages, and the campaign also supports the launch of our newest innovative treatment, KCTEXTURE Curl Enhancing Keratin Treatment, which will launch in May 2022." As a brand, Keratin Complex doesn’t believe in a “one size fits all” approach but, instead, embraces diversity in all forms and aims to deliver 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," Hyams continues. "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.”

The Shoot

A team of top professionals contributed to the 2022 campaign shoot, which took place at Pier 59, NYC Chelsea. Credits for all the images:

Direction: Zoe Hyams, Sr. Vice President Marketing and Public Relations, and Sylvia Batista, Creative Director, Keratin Complex
Photography: Roberto Ligresti
Hair: Andrea Wilson, Lead Hairstylist, and Whitney Hunt, Assistant Hairstylist
Wardrobe Styling: Rod Novoa
Makeup: David Maderich