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Press release from PR Newswire

Infusium 23 Launches New Miracle Therapy Collection

Tuesday, February 04, 2014

Infusium 23 Launches New Miracle Therapy Collection

11:09 EST Tuesday, February 04, 2014

~ Established Hair Care Brand Brings Benefits of Moringa Oil to the Masses

NEW YORK, Feb. 4, 2014 /PRNewswire/ -- 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.

After searching for an innovative ingredient to optimize its original i-23 complex, Infusium 23 found Moringa Oil's benefits were truly synergistic with the brand's mission. 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," says Rick Cutler, Sr. 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 completely new applications of the leave-in treatment: a foaming mousse and serum. Products are available at major retailers for $6.99-$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." 

About Infusium 23 Infusium 23 has been the problem-hair experts since 1924. As a brand, it is committed to transforming damaged, dry, frizzy, chemically-treated and fine hair into silky, manageable hair. Its hair care collections of shampoos, conditioners and trusted leave-in treatments are comprised of essential pro-vitamins and treatment ingredients to help restore damaged hair so it looks and feels noticeably healthy and shiny. Infusium 23 is available in more than 20,000 retail stores throughout the U.S. and Canada. For more information, visit www.infusium23.com 

About Idelle  Infusium 23 is distributed by Idelle Labs Ltd., a division of Helen of Troy Limited (NASDAQ, NM: HELE). Idelle Labs manufactures and distributes personal care products including PERT Plus, Infusium 23, Brut, and Sure in the United States and Canada.  

SOURCE Infusium 23

For further information: Kira Kohrherr, K Public Relations LLC; 646.756.4217, kira@kpr-nyc.com, Liz Graham, K Public Relations LLC; 646.756.4209, liz@kpr-nyc.com

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