Spectrum Brands is teaming with singer/songwriter Thalia Sodi as its beauty ambassador for its assortment of LumaBella haircare appliances. The company is also launching the “Smarter Technology. Better Beauty.” campaign.
According to the company, the full year campaign will include micro-influencers who will create content from their first-hand experiences using the products. Those experiences will then be posted to the influencers’ digital channels.
The LumaBella line features four new products that are equipped with micro-conditioners that are said to allow styling without damaging the hair.
Items in the line include the Keratin Touch Dryer, Keratin Dual Touch Styler, Keratin Touch Wand and Keratin Curling Iron. Pricepoints range from $79 to $99.
Company officials said that the campaign will reinforce the efficacy and benefits of the Keratin Micro Conditioner technology infused within the new LumaBella Keratin Touch Family of products.