NEW YORK — Hair care brand TRESemmé by Unilever is once again the official hair care sponsor of Mercedes-Benz Fashion Week and this season, for the first time ever, will partner with contemporary fashion label Nanette Lepore. The partnership marks TRESemmé’s fourth designer sponsorship.
This year is the brand’s 11th consecutive season as the official hair care sponsor and, as always, the brand’s presence will be felt throughout the week, with an onsite activation at Lincoln Center, sponsorships of four top designer shows and a new multi-media advertising campaign visible throughout New York City.
In addition to Nanette Lepore, the brand also has designer sponsorships with 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 its 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.
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 passersby about the brand’s partnership and highlight the Keratin Smooth, Platinum Strength, Fresh Start, and 24 Hour Body collections.
In addition, at drug stores 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 New York City, Boston, Los Angeles and Chicago from Sept. 5 to 12.
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. In addition, TRESemmé will be distributing travel-size samples of the new Platinum Strength Collection, as well as TRES Two Extra Hold Hair Spray.
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