The launch of the TRESemmé Pro Collection heralded the brand’s renewed commitment to innovation and its everlasting commitment to style. Most notable of the Pro Collection was Keratin Repair, a shampoo and conditioner system that boasted salon-level (cough cough Olaplex) hair repair results for a fraction of the price.

While healthy hair is appealing, we wanted our campaign to contextualize and explain the benefit of 20x stronger hair. Meaning? You can heat style your hair as much as you want with a shampoo and conditioner that will reverse the damage.