TRESemmé® unlocks the secret to Chair-Worthy Hair
Providing Insider Access to the Latest Hair Trends Straight Off The Runway
New York, NY (February 8th, 2012) – TRESemmé®, the No.1 styling brand in the US*, will provide a front row seat to Mercedes-Benz Fashion Week as the official hair care sponsor for the eighth consecutive season.
The hair care brand will show women how they can achieve runway-ready looks at home by granting access to the latest stylist secrets and hair trends straight from the Tracy Reese, Charlotte Ronson and Rebecca Minkoff fashion shows. TRESemmé Stylist Jeanie Syfu will lead the teams backstage and women can learn how to recreate these looks by logging on to TRESemme.com and the brand’s Facebook, YouTube and Twitter pages.
This season, TRESemmé will go one step further in bringing women behind-the-scenes of the Mercedes-Benz Fashion Week through their partnership with Alloy Digital, a leading creator and distributor of high-quality online video content and sister division to the producers of Gossip Girl and Pretty Little Liars.With the launch of an original web series, TRESemmé Style Setters,the brand will allow women an exclusive look at the preparation leading up to Mercedes-Benz Fashion Week and the collaboration between hairstylists and designers as they create the complete looks that go down the runway.
Fans can tune in to the series on YouTube.com/TRESemme and get a unique view on the intersection of hair and fashion.
“This season we are giving women a never-before-seen look at the brand's involvement in Mercedes-Benz Fashion Week,” said David Rubin, Brand Building Director, US Hair, Unilever. “We are developing rich digital content, featuring interviews with hair stylists, designers and style makers, to give women all the tools they need to access the latest trends and achieve runway style from head to toe.”
The brand remains in the spotlight throughout the week with the TRESemmé Salon & Lounge, a two-story destination where guests can recharge and refresh with Wi-Fi access, live streaming footage of fashion shows and the opportunity to get Chair-Worthy style during a complimentary dry-styling session.
Guests will also preview the new Split Remedy Collection, available in stores this March. The latest innovation from the brand features a Reconstructive Complex of positively and negatively charged polymers that attract one another, binding split ends together to give hair a polished, fresh-from-the-salon look. The complete hair care range provides an 80% reduction in split ends after just three uses. For further info and a look at the technology behind the collection, visit YouTube.com/TRESemme
The Fall 2012 season of Mercedes-Benz Fashion Week takes place from February 9th to 16th, 2012 at Lincoln Center in New York City.
Twitter: @TRESemme #TRESemmeMBFW
*Source:Nielson F/D/M all outlet dollar sales 52 weeks ended 12/24/11