Study Finds Most Millennial Women Downplay Effort Put Into Their Look
When Did Caring About the Way You Look Become a Bad Thing? TRESemmé Encourages Women Who 'Work It' to Embrace Their #HairStatement
NEW YORK, NY (August 23, 2017) - In today's world of "woke up like this" social selfies, it's easy to feel like putting in effort to look great is going out of style. TRESemmé knows that putting effort into your appearance doesn't mean you're high maintenance or that you don't mean business, yet 70% of millennial women said they feel the need to downplay the time and effort they put into their look.
TRESemmé, the #1 Styling Brand in the U.S., has launched "Work It," a celebration of women who unapologetically value putting in 'the work' to their look because it translates to them feeling empowered at work, in relationships, and beyond.
The brand partnered with clinical psychologist and confidence expert Dr. Judy Ho to poll millennial women and found that hair can actually give women the confidence to walk taller every day. "68% of women feel there is a stereotype about women who spend time on their appearance*.
The hesitation seems to come from the belief that women may be taken less seriously if they look 'done-up,' especially in a professional setting. However, we know that most women believe that their hair and beauty routine contributes greatly to their confidence, which leads them to feel more effective in work and social settings," explains Dr. Ho.
Women today view their hair as a personal statement about their attitude—their look is not just for show. TRESemmé wanted to reflect this and celebrate the women who proudly acknowledge 'the work', and is working with women across beauty, tech, design and fashion to share what their #HairStatement is.
The brand has joined forces with women who 'Work It' – from fearless NYFW designers such as Rebecca Minkoff and Cushnie et Ochs, to a beauty app innovator such as Cara Santana – to share their personal Hair Statements and to channel the confidence that comes with 'the work' that goes into their look. Other women who are part of the campaign include: TRESemmé Global Stylist, Justine Marjan; Designer, Adriana Castro; Artist & Model, Anastasia Lovera; Illustrator, Meghann Stephenson; Hip-Hop Yoga Pioneer, Sarah Levey and Professional Dancer, Stevie Dore.
"As the #1 haircare brand in the U.S., it was important to us to be able to give every woman an opportunity to use their unique hair and style to make a statement, and we thought there was no better way to do that than by bringing them a personal hair stylist who could help them get there," says Unilever Vice President of Hair Care, North America, Piyush Jain.
Starting today through September 23rd, 2017, women across the country can create their own unique Hair Statement through The Glam App, compliments of TRESemmé. Women can simply download The Glam App, choose TRESemmé's Work It Waves Style and input the code "TRESWorkIt" to cover the cost of creating their own Hair Statement with a professional stylist.**
As the #1 haircare brand in the U.S., TRESemmé understands how great hair gives her the confidence to conquer the world and make a statement, because when she looks her best, she feels empowered to be her best. Founded by beauty trailblazer and innovative businesswoman Edna L. Emmé in 1948, TRESemmé brings salon-quality hair to users at home through a range of wash & care, treatments and styling products which are used by some of the world's leading professionals in haircare.
TRESemmé offers high-quality products at value-pricing and are available at food, drug and mass market retailers nationwide and can be found at online retailers via TRESemme.com. TRESemmé is a registered trademark of the Unilever Group of Companies, one of the world's leading suppliers of Food, Home Care, Personal Care and Refreshment products with sales in more than 190 countries and reaching 2.5 billion consumers a day.
About Unilever United States, Inc.
Unilever is one of the world's leading suppliers of Food, Home Care, Personal Care and Refreshment products with sales in more than 190 countries and reaching 2.5 billion consumers a day.
In the United States, the portfolio includes brand icons such as Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dollar Shave Club, Dove, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Seventh Generation, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Unilever employs approximately 8,000 people in the United States – generating more than $9 billion in sales in 2016.
The Unilever Sustainable Living Plan commits to:
- Helping more than a billion people take action to improve their health and well-being by 2020.
- Halving the environmental impact of our products by 2030.
- Enhancing the livelihoods of millions of people by 2020.
Unilever ranked number one in its sector on the 2016 Dow Jones Sustainability Index.
For more information on Unilever U.S. and its brands visit: www.unileverusa.com
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About The Glam App
The Glam App was started by actress/fashion tastemaker Cara Santana and longtime friend and celebrity stylist, Joey Maalouf. Born out of the desire to help cultivate the craft of emerging local artists, while at the same time providing an affordable, luxurious beauty experience for everyone, The Glam App was officially launched in 2015.
What started as a passion project has quickly skyrocketed into national success – with locations now offered in over 21 cities. The beauty of the platform is that it allows you to choose from a range of services – from blow dry, to makeup applications, to a simple polish change. There's never a need to leave your house; The Glam App brings the salon to your fingertips.
Allison Goldberg / Edelman
+1 (917) 639-4923
*TRESemmé Study Conducted by Edelman Intelligence, New York, May – June 2017
** From August 23, 2017 through September 23, 2017, these complimentary styling sessions will be available in all 21 markets where The Glam App operates: (Atlanta, Boston, Chicago, Dallas, Detroit, Houston, Las Vegas, Los Angeles, Louisville, Miami, Minneapolis, Nashville, New Jersey, New York City, Orange County, Philadelphia, Phoenix, Salt Lake City, San Diego, San Francisco, Washington DC).