Tresemme to create style on, off the runway during NYC Fashion Week

NEW YORK — Unilever’s hair styling brand Tresemme has returned as the official hair care sponsor of Mercedes-Benz Fashion Week Spring 2012 for the seventh consecutive season.

From a new location within Lincoln Center to a brand new mobile site and an outdoor advertising campaign, the brand's presence will be felt more than ever during this year’s Fashion Week, which runs Sept. 8 to 15 at Lincoln Center in New York City.

Tresemme celebrity stylist Jeanie Syfu is once again returning to lead the Tresemme stylist team backstage in creating looks at the Tracy Reese, Charlotte Ronson and Rebecca Minkoff shows. Additionally, women worldwide will get to see the goings-on at fashion's biggest event through the eyes of Syfu via her online hair diary, which will live on the Tresemme Facebook page and be continuously updated throughout the week. She will share images from hair tests with designers, upcoming hair trends for spring and tips on how to achieve the styles from all three shows.

At Lincoln Center, guests can visit the Tresemme Salon to receive complimentary touch-ups and experience first-hand the updated Fresh Start collection, as well as receive samples of it, which will be distributed throughout the week. The Fresh Start collection is a full line of dry shampoos for any hair type that removes oil, dirt and odor.

Downstairs in the Tresemme Lounge, a photographer will be on-hand to capture fans as they strike a pose. Photos will be uploaded to the Tresemme Facebook page, allowing fans to tag themselves and further interact with the brand. The lounge also will be an ideal place to relax, charge laptops and check out live streaming feed of fashion shows.

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