NEW YORK--(BUSINESS WIRE)--As the official hair care sponsor of Mercedes-Benz Fashion Week for the eleventh consecutive season, TRESemmé® merges salon-gorgeous hair and show-stopping runway style like never before. As always, the brand’s presence will be felt throughout the week, with an on-site activation at Lincoln Center, sponsorships of four top designer shows and a new multi-media advertising campaign visible throughout New York City.
This season, for the first time ever TRESemmé will partner with international contemporary fashion label, Nanette Lepore, adding a fourth designer sponsorship to the brand’s impressive roster, which includes Jenny Packham, Rebecca Minkoff and Vivienne Tam. TRESemmé Stylist Jeanie Syfu will lead the team backstage, creating on-trend styles to complement each designer’s Spring/Summer 2014 Collection.
In addition, the brand will introduce a newly enhanced version of their original digital series TRESemmé Style Setters, which will broadcast live coverage from Mercedes-Benz Fashion Week on YouTube.com/TRESemme, translating runway style to ready-to-wear looks. TRESemmé introduced the original web series TRESemmé Style Setters in February 2012, granting access to fashion week from an insider’s perspective. The series showcases the collaboration between hairstylists and designers, from concept to completion, as they create runway-ready style from head-to-toe.
This season, TRESemmé has recruited fashion reporter Louise Roe, who will serve as the series’ host, street style photographer Candice Lake, who will capture the most stylish guests and fashion blogger Rachel Parcell, who will be spotting trends on and off the runway. These fashionistas will offer a new perspective on interpreting runway-inspired trends into achievable styles that women can wear everyday. To amplify the partnership, the brand’s sponsorship of Mercedes-Benz Fashion Week will be visible outside of Lincoln Center with a new out-of-home campaign featuring fashion-inspired “ready-to-wear hair” visuals dispersed throughout New York City. In the heart of Times Square, branded digital content will run on the multi-component Walgreens Media Spectacular to educate and excite passersby about the brand’s partnership and highlight the Keratin Smooth, Platinum Strength™, Fresh Start, and 24 Hour Body collections. In addition, at drugstores across the country, TRESemmé will have a heightened presence throughout the week, with eight in-store activations that include dry styling at select Walgreens and Duane Reade locations in NYC, Boston, LA and Chicago from 9/5 to 9/12.
“Our goal with TRESemmé Style Setters 2.0 is to reinterpret fashion-forward hairstyles and guide women to adapt runway hair for everyday,” said David Rubin, Vice President, Hair Care for Unilever, US. “By supporting our Mercedes-Benz Fashion Week sponsorship with our most robust 360°marketing plan to date, we are granting women everywhere access to this high-profile event while delivering exclusive, inspirational content in real time in a way that is relevant to our (target) consumer.”
On-site at Mercedes-Benz Fashion Week, guests will receive the ultimate styling experience at the TRESemmé Salon & Lounge, the only custom-built salon at fashion week. Visitors can book an appointment* for complimentary styling touch-ups provided by a team of professional stylists. In addition, TRESemmé will be distributing travel-size samples** of the new Platinum Strength™ Collection, which repairs up to two years of damage in just 5 uses***, as well as the must-have TRES Two Extra Hold Hair Spray.
As in previous seasons, TRESemmé will be reporting live from Lincoln Center throughout the entire week via Twitter and Instagram. Guests at the TRESemmé Salon & Lounge can get their own custom Instagram printout on-site, by tagging #TRESmbfw and #TRESFWCam in their post. In addition, fans can visit the brand’s social media pages and YouTube to stay connected, receive updates on the latest hair trends and fashion highlights, straight off the runway.
*Appointments are limited and available on a first come, first serve
**While supplies last
***In five uses when using Shampoo and Conditioner as a system vs. Non-Conditioning Shampoo
The Spring/Summer 2014 season of Mercedes-Benz Fashion Week takes place from September 5th – 12th in New York City.
About Unilever North America
Unilever is one of the world’s leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Ragu, Simple, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/ or http://www.unilever.ca/sustainable-living/.