TRESemmé® unveils TRESemmé style setters

Original Program Produced in Partnership with Alloy Digital and Mindshare Entertainment Offers Unique Look at the Collaboration between Hairstylists and Designers

New York, NY (March 12, 2012) – TRESemmé®, the No.1 styling brand in the US* is proud to announce its latest fashion infused endeavor - TRESemmé Style Setters. The original and multi-phase digital series featuring Twilight star Nikki Reed premieres on the dedicated TRESemmé YouTube channel ( this week. This fast-paced series takes consumers backstage at Mercedes-Benz Fashion Week to reveal the latest hair trends and stylist secrets straight from the Fall 2012 Collections of cutting edge designers including Tracy Reese, Charlotte Ronson and Rebecca Minkoff.

The first nine episodes of TRESemmé Style Setters will take viewers on an exciting journey illustrating the palpable energy and anticipation behind the scenes at Mercedes-Benz Fashion Week. Nikki Reed will share her personal perspective on the creative process as well as her intimate conversations with TRESemmé stylist Jeanie Syfu, and the celebrated fashion designers.

In partnership with Alloy Digital, a leading creator and distributor of high quality digital content and sister division to the producer of Gossip Girl and Pretty Little Liars, and Mindshare Entertainment, the branded entertainment division of media services agency Mindshare, TRESemmé grants women an inside look at the preparation leading up to Mercedes-Benz Fashion Week and throughout the season. 

The eight month long program, delivering thirty-two original episodes, will follow the activity backstage at Mercedes-Benz Fashion Week Fall 2012 straight through to the Spring 2013 show with unique footage of the creative and collaborative process behind creating the looks that make it down the runway.

Viewers also will get the chance to see how the runway looks are interpreted and infused into every day fashion and hair trends throughout the year when the series makes stops at select fashion and music events across the country. Accompanying TRESemmé Style Setters will be “how-to-videos” featuring TRESemmé stylists Tyler Laswell and John D., who will walk women through an easy step-by-step process to recreate the runway-inspired looks at home.

“We are incredibly excited to launch the first episodes with Nikki Reed,” said David Rubin, Brand Building Director, US Hair, Unilever “she’s a true style setter, who brings a fresh perspective on the action behind the runway with high energy and engaging coverage of the creative collaboration between our stylists and design partners.”

“Through TRESemmé Style Setters , we are bringing women a never-before-seen look at the brand's significant involvement in Mercedes-Benz Fashion Week and providing access to a very exclusive event,” added Mr. Rubin. “The series, produced by Alloy Digital and Mindshare Entertainment, succeeds in delivering women rich content through a dynamic digital environment meant to inspire viewers through ongoing and personal conversations with top stylists, designers, and style makers.”

TRESemmé has been the official hair care sponsor at Mercedes-Benz Fashion Week for eight consecutive seasons. Mindshare Entertainment and Alloy Digital produced the series in conjunction with Generate Studios, Alloy’s in-house production division. TRESemmé Style Setters marks Alloy’s premiere collaboration since its acquisition of Generate, which formed the first of its kind fully integrated, and multi-platform, next generation media company. Mindshare serves as the digital agency of record.

“We are thrilled to be working with TRESemmé, Mindshare Entertainment, and Alloy’s Generate Studios in creating Style Setters, a custom program that truly hits the mark by giving consumers a front row seat to the action throughout Mercedes-Benz Fashion Week season and allows the brand to connect with their customers all year long through the type of content they crave,” commented Matt Diamond, CEO of Alloy Media + Marketing. “We are proud of Style Setters, which proved to be an exemplary creative collaboration ideally showcasing the energy behind the TRESemmé brand.”

TRESemmé Style Setters will broadcast on the hair care brand’s YouTube channel with extended distribution and promotion across Alloy’s premium multi-platform digital entertainment network through select sites appealing to 18-34 year old consumers. The Alloy Digital Network comprises owned, operated and premium partner sites reaching a total audience of more than 70 million consumers and is ranked as a top ten video network and the #1 community in its category for three consecutive years running, according to industry measurement leader, comScore. The program will also benefit from wide digital and social media promotion.

Fans can tune in to the series on for this unique behind the scenes view on the intersection of hair and fashion. Viewers can also learn more, including how to recreate the top runway looks at home, by logging on to, following TRESemme on and Twitter @TRESemme.

*Source: Nielson F/D/M all outlet dollar sales 52 weeks ended 12/24/11

About Unilever North America

Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others.

In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. 

Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information, visit or

About Alloy Digital

Alloy Digital is a leading creator and distributor of high-quality online video content for the 12-34 year-old market. Alloy Digital controls the largest media and advertising network of young adult-targeted websites, reaching over 43% of P12-34 internet users, and attracts more than 70 million consumers each month.

The network holds its position as a top-10 video network which delivers several hundred million monthly streams and has ranked top in its category for more than three years running, according to industry measurement leader, comScore.

The company also owns the third-most subscribed to channel on YouTube. Alloy Digital delivers digital campaigns for FORTUNE 500 advertisers and has received multiple industry accolades, including the prestigious ADVERTISING AGE Media Vanguard, an OMMA Award and a DIGIDAY Video Award. For more information, please visit

About Mindshare

Mindshare is a global marketing and media services network with billings in excess of $27 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is a member of WPP, the world’s leading communications service group with $63.5bn in billings (source: RECMA). For more information, please visit

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Lauren Larkin - Siren PR


Jodi Smith - Alloy Media + Marketing


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