Nexxus is entering a new era that doubles down on the study of protein science. Leading the transformation is the Keraphix Collection, the brand’s most advanced application of this groundbreaking expertise to date. 

With new, elevated packaging consistent across all product lines and a stronger focus on restoring hair proteins from within, Nexxus is recommitting to the confident woman who expects her products to work as hard as she does. 

To launch this exciting new chapter, the brand is unveiling “Nexxtina,” an original campaign that spotlights the restorative powers of the Keraphix Collection fronted by Christina Aguilera.

Lynn Fischer, Head of Brand, Nexxus North America, said, 

“Nexxus was born with a mission to prove that the secret to resilient style has always been rooted in science. Christina’s looks have defined generations, and her hair evolution makes her the ideal partner to help us welcome our next chapter by reintroducing the world to the power of protein science. We’re so excited for fans to meet ‘Nexxtina’ and learn how to rebuild their hair’s protein foundation for their healthiest strands yet.”

Nexxus Haircare Science

Delivering 34 times stronger hair, the Keraphix Liquid Crystallizer is the star of both the “Nexxtina” campaign and the collection, strengthening hair from the inside out. 

Using a leading-edge approach to protein research called proteomics, Nexxus scientists have identified the key ingredients that, when combined, work together to repair damage and resist it.

The collection uses KRT (Keratin Resistance Therapy), a breakthrough technology in hair science that rebuilds hair from the inside out.

Unlike treatments that only patch up damage, KRT works deep within the hair fiber to restore strength from its core. 

Powered by liquid crystal serine amino acid, KRT forms a strong yet flexible internal matrix of hair, leaving hair fundamentally stronger and more resilient from cuticle to cortex. 

The full Keraphix collection includes Damage Repair Shampoo, Damage Repair Conditioner, and the Liquid Crystallizer Treatment.

Nexxtina Campaign

The “Nexxtina” campaign will be rolling out over the next few months via digital, social, and out-of-home, with the first creative ad dropping on April 23. 

Aguilera will be the face of both the campaign and the Keraphix Collection itself, representing those at the heart of the brand’s new look. 

The spot will debut two days after a special projected billboard at the Domino Sugar Factory in New York on April 21, where consumers can get a sneak peek of Christina’s reinvigorated hair.

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