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Tag: Streax

  • Sara Ali Khan adds star shine as new face of Streax Shine Hair Serum

    Sara Ali Khan adds star shine as new face of Streax Shine Hair Serum

    MUMBAI: Bad hair days just lost their drama. Streax, from the house of Hygienic Research Institute pvt ltd (HRIPL), has signed Bollywood’s sunshine girl Sara Ali Khan as the face of its Streax Shine Hair Serum, launching the sparkling new campaign “Frizz Gone, Smooth Shine On.”

    With her youthful charm, quick wit, and effortless sense of style, Sara mirrors Streax’s promise of helping women “shine on” with confidence. The new TVC captures everyday moments where frizz strikes windy rooftops, chaotic commutes, surprise selfies and flips them into smooth, glossy, camera-ready looks with just a quick touch of the serum.

    Enriched with Walnut Oil and Vitamin E, Streax Shine Hair Serum is known for its ability to instantly tame frizz while adding smoothness and radiant shine. Available in pack sizes of 45 ml, 100 ml, and 200 ml, the serum is designed for every occasion whether a casual college day or a red-carpet evening. The Streax haircare range extends further to Frizz Control Hair Serum, Heat Protect Spray, and Moisture Boost Spray, offering tailored solutions for every hair need.

    “Sara Ali Khan is the perfect face to front the Streax movement where haircare is not just about products but about confidence and everyday style,” said HRIPL sr. VP of marketing Priyanka Puri. “Frizz Gone, Smooth Shine On brings alive the idea that frizz can strike anyone, anywhere, and Streax Shine Hair Serum is a simple, everyday solution that transforms frizz into smooth, shiny, camera-ready hair in an instant.”

    Adding her own sparkle, Sara Ali Khan said: “I’m truly excited to join the Streax family! For me, hair isn’t just about style, it’s about confidence and self-expression. What I love about Streax Shine Hair Serum is how it instantly adds shine and smoothness, making every look feel complete.”

    With this campaign, Streax isn’t just selling a product; it’s amplifying a philosophy confidence as style, everyday radiance as empowerment. By placing Sara Ali Khan at the heart of this movement, Streax aims to inspire women across India to embrace their shine, whether they’re stepping into a boardroom, a classroom, or onto a dance floor.

    From battling frizz to flaunting gloss, the message is clear: with Streax Shine Hair Serum, every woman can shine on boldly, beautifully, and instantly.

     

  • Streax elevates hair highlighting experience with innovative packaging

    Streax elevates hair highlighting experience with innovative packaging

    Mumbai: Streax, a hair colour brand from Hygienic Research Institute Pvt Ltd (HRIPL), known for its innovation and contemporary styling products, proudly unveils an enhanced hair coloring experience along with redesigned packaging for Streax Highlights. The newly introduced Do-it at-home highlighting kit caters to our trendsetting consumers and aligns perfectly with their evolving tastes. The fresh packaging showcases distinctive design elements, enhanced functionality, and revitalized brand storytelling.

    Streax Highlights stands as a beacon of innovation, quality, and style, setting the trend in the market by introducing the first-ever end-to-end solution for at-home hair highlighting. In line with the consumer’s desire for a fashion-forward experience, Streax has meticulously crafted this comprehensive kit, designed to cater to the needs of modern consumers who seek both convenience and high-quality hair highlighting solutions.

    The kit boasts catchy and innovative packaging. The new pack represents a strategic departure from conventional packaging norms. Streax ingeniously brings the focus directly onto the captivating hues and transformative effects of hair color, setting a new standard for visual storytelling in the industry.

    HRIPL MD & CEO Dheeraj Arora conveyed his excitement regarding the newest addition to the brand. He expressed, “Catering to the fashion-forward preferences of today’s consumers, Streax Highlights, the dominant player in highlights and fashion shades, is committed to strengthening its market position and delving into this dynamic segment. With a noticeable increase in the demand for bold colors, fashion shades, and vibrant hues, Streax is eager to leverage this trend by introducing Streax Highlights. This launch aims to broaden the avenues for individuals to showcase their creativity through hair styling, ensuring they stand out and get noticed.”

    In addition to the striking new packaging, Streax is also rolling out an engaging communication narrative to highlight the unique features and benefits of its Hair Highlights range.

    HRIPL chief marketing officer Mridul Munet said ‘Underlining this offering is Streax’s new narrative, #SetTheTrend, emphasizing that Streax Highlights not only helps elevate your look but also positions you as the trendsetter among your peers. This distinctive packaging design serves as a visual testament to Streax’s commitment to empowering individuals to express themselves boldly through their hair, setting the brand apart as a trailblazer in the realm of hair color innovation. He added that this new Hair Highlighting Kit will revolutionize the way individuals perceive and experience hair color, further solidifying Streax’s position in the industry’’.

    As part of its marketing plans to promote the new packaging and communication narrative, Streax will be launching a captivating digital film, inviting consumers to embark on a journey of self-expression and confidence.

    Streax Highlights will now be available for purchase PAN India including across major e-commerce websites.

    With 15 vibrant shades to choose from, Streax invites you to embrace your individuality and express yourself boldly, ensuring that your hair reflects your vibe with unparalleled brilliance.

  • Streax ropes in Shah Rukh Khan to promote its hair color range

    Streax ropes in Shah Rukh Khan to promote its hair color range

    Mumbai: Streax, the hair color brand by Hygienic Research Institute, has partnered with Bollywood actor Shah Rukh to launch a digital campaign that aims to inspire confidence in people. In its TVC, the actor is seen in a cool new avatar performing to an upbeat melody, encouraging people to be ‘Streaxy’, a quirky term that defines ‘sexy’.
     

    The campaign aims to motivate its audience to turn on their charm like the superstar in under five minutes, with easy-to-use Streax shampoo hair color, said the brand in a state
    The video has been created and conceptualised by Mullen Lowe Lintas and directed by ad and filmmaker Gauri Shinde. It is being aired across digital channels in key Indian markets.

    “I am excited to be a part of the music video that empowers everyone to live their lives in a ‘Streaxy’ manner,” Shah Rukh Khan said. “This music video represents what we can do if we feel cool and confident all the time. Through the video, I’d like to tell my fans that no matter how they look and what their choice of style is, they can always feel ‘Streaxy’, just like I do. I truly enjoyed the creative experience shooting the video with the brand.”

    Expressing his excitement on roping in Shah Rukh Khan for the music video, Hygienic Research Institute Pvt Ltd joint MD Ashish K. Chhabra said, “People have loved SRK for over decades and even today, emulate his style, his songs, and his dialogues. ‘Streaxy’ can become the new mantra for SRK lovers across the globe. At Streax, we are energized about our partnership and strive to deliver modern and quality hair solutions that solve consumer challenges in the most effective manner.”

  • Red Ice Films launches new TVC for Streax Hair Colour

    Red Ice Films launches new TVC for Streax Hair Colour

    MUMBAI: The ad film production house Red Ice Films has launched the latest campaign for Streax hair colour featuring actress Sonakshi Sinha for the first time.

    The campaign conceptualised by Situations Advertising. The ad highlights walnut’s essence in the brand that enhances the natural shine of the hair.

    The TV ad showcases Sinha talking about the product and emphasising how much she trusts on the natural elements for her hair and later on, the actress introduce the brand in the ad.

    Speaking on the campaign, Red Ice Productions creative producer Robby Grewal said, “Being a youth icon, Sonakshi’s presence in the campaign ensures a distinct brand identity and consumer connect to the Streax as a brand. Apart from working with Sonakshi, collaborating with Marco Pinesi an international director, on this project was the icing on the cake. He understood the local nuances well and also gave a global look and feel to the commercial. We were able to work together to give a new dimension to the brand through the TVC. Overall, the whole experience was extremely enriching and hopefully this has reflected itself in a truly memorable commercial for Streax.”

    Situations advertising creative director Samrat Dasgupta said, “With the number of hair colour products increasing with each passing day, the consumer is extremely confused. The need of the hour was a campaign that clears misconceptions and guides the audiences to choose the right hair colour. It was integral that the brand message is communicated by a trusted source, hence we chose Sonakshi Sinha as the youth trusts her.

    Red Ice Films was initiated on 15 August 1999. Red Ice has worked with several brands like Britannia, Coca Cola, Dell, Dabur, Pepsi, Saffola, Slice, Titan, Visa, and Vaseline.