Hair care brand Curlsmith has this week launched a new campaign to promote the rollout of its ‘Effortless Waves’ product on the American and British markets.

Created in collaboration with London agency Isobel, ‘The Joy of Waves’ will celebrate the beauty of naturally curly hair – with a creative centred around women unleashing their natural curls for the first time.

The campaign marks the agency’s first work for Curlsmith since securing its creative account earlier this year, with the US-based firm looking to drive greater international expansion.

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“Curlsmith is a wonderful brand, dedicated to helping people make the most of their natural hair. So helping them launch Effortless Waves was a genuine joy to be involved with,” Isobel creative director, Ben Stump said.

An extensive integrated push will see executions launched across out-of-home, connected TV, social media, online and in-store retail activations.