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New York Fashion Week had editors, influencers and fashion followers around the world buzzing in February, and TRESemmé was backstage and behind some of the hottest hairstyles on the runway. A perfect opportunity for the brand to showcase its superior products.
The Fall/Winter 2024 season marked TRESemmé’s 17th consecutive year as the headline NYFW sponsor, providing products that are trusted by the world’s leading hair stylists to create runway-ready looks.
TRESemmé products have long been backstage essentials in countless hairdressers’ kitbags – a partnership that serves as the ultimate proof-point of product performance and reaches the brand’s target audience of style-conscious consumers. This reputation and these strong relationships have undoubtedly helped TRESemmé grow to become America’s No.1 hair care and styling brand.
NYFW is the perfect opportunity to position TRESemmé products as a must-have at home too, tapping into its global appeal and sharing inspiration from fashion-forward looks that can be reinterpreted with recommended products from the brand’s range.
We caught up with TRESemmé’s Jessica Grigoriou to find out how TRESemmé’s catwalk credentials help make its products unmissable.
Jessica, you’re Head of Beauty Marketing, Performance and Engagement for Unilever’s Hair Portfolio. What makes TRESemmé and New York Fashion Week the perfect pairing from a marketing point of view?
We know that NYFW is the biggest global fashion platform, and it has never been more relevant, with the rise of social media and content creators giving access to shows and styles in real time on platforms like TikTok.
Trends from the catwalk translate quickly off the runway now more than ever, influencing desired looks in both fashion and hair, with the ability to create viral moments and the most sought-after hair looks. Our NYFW partnership has always been about recognising how hair is an integral part of a look – just like clothes and cosmetics.
In the past 17 years, professional stylists have come to trust and rely on TRESemmé products to withstand the high-intensity demands of Fashion Week. Sometimes they need a hairspray that won’t budge to create a look that lasts. Sometimes they’re looking for a product to boost shine or add texture.
Across our range, TRESemmé has the versatility – and the quality – that they need. If these world-class experts trust TRESemmé, it’s a great endorsement for consumers to choose our products too.
This season we debuted the new and improved TRESemmé Keratin Smooth Weightless collection which offers innovative heat resistance, 24-hour frizz protection and a lightweight salon shine that fashion lovers can replicate at home.
How does New York Fashion Week help TRESemmé build brand awareness among its target consumers?
Throughout NYFW, we use our unrivalled access to let people see behind the scenes – it’s like giving them a front-row seat and a backstage pass.
We share get-the-look guides, videos and stories on TRESemmé’s own socials – primarily TikTok and Instagram. Our followers love to see what our stylists create and this season Lacy Redway’s gleaming celestial box bun, sprinkled with golden stardust and finished with TRESemmé Keratin Smooth Silky Shine Spray, was a big favourite.
We also work with more and more influencers and editors every year, inviting them to join our partner stylists backstage. This season our stylists collaborated with world-renowned designers Christian Siriano, Jason Wu, LaQuan Smith, Christian Cowan, Batsheva and The Blonds, giving our guests a glimpse of how hair looks are brought to life for some of the most hotly anticipated shows on the schedule.
Joining the TRESemmé stylists gives content creators an incredible opportunity to share the excitement, the expertise, the techniques and of course our hero products with their followers.
We work closely with editors and influencers in the run-up to NYFW too, previewing hair trends and talking through our products and how they work. We host style studios for Fashion Week guests during the event. And it doesn’t stop after the last show. With the fashion set hitting London, Milan and Paris straight from New York, Fashion Week content is still in demand for quite some time.
What have been some of the biggest success stories from recent seasons when it comes to marketing?
For the Spring/Summer 2024 season (held in September 2023), TRESemmé’s content attracted more than 5.5 billion[a] earned impressions and 49 million views. That month we were ranked as one of the top five influential voices in haircare for reach and engagement.
Fashions may come and go but TRESemmé’s New York Fashion Week partnership is something that has stood the test of time and keeps getting stronger every season.
It helps us make sure TRESemmé is known as a leader in hair fashion, and a brand trusted by the best stylists in the business.
Source: Traackr
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