Finesse hair care revamping merits highest ad spend in Helene Curtis history.
This article was originally published in The Rose Sheet
Executive Summary
FINESSE HAIR CARE RESTAGING BACKED BY CURTIS' "HIGHEST LEVEL...EVER" AD SUPPORT, including television spots breaking Feb. 10 with a sound-track by recording artist Lyle Lovett, Chicago-based Helene Curtis announced Feb. 6. Promotions will include a print campaign and product sampling to emphasize Finesse's new formula, fragrance and packaging. The campaign updates the 15-year-old brand's image and highlights Finesse's new Hydrating Silk Protein formula. The ads, which were created by DDB Needham's Chicago office, are tagged, "Get the look that gets the touch."