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Her debut will be marked by a series of videos focused on ‘touchable volume’ which will launch across the brand’s YouTube channel
Styling giant, TRESemmé, has appointed television host, Chrissy Teigen, to introduce its all-new reverse wash system dubbed Beauty-Full Volume. She will make her debut across a series of videos via the brand’s YouTube channel to showcase the compromise women make when trying to achieve volume.
The common but inevitable challenge in question is the presentation of hair which looks great but feels quite the opposite—crunchy, stiff or sticky—thereby rendering it anything but delicate to the touch. The partnership sits well with her as the collection resonates with the model’s own struggle to achieve ‘touchable volume’.
The new release is designed to work in contrast, and therefore makes it a unique offering when the aforementioned goal is the main aim. The process entails a dual-function system which begins with conditioning first to soften and ends with shampooing to wash away weight for light, touchable hair.
The campaign with is supported with a robust marketing programme across print and digital launching on 12 February 2016. The group is extending its reach by teaming up with digital influencers who will chronicle their reverse wash journey through a series of videos across YouTube and in paid media.
Meanwhile, TRESemmé has signed on as Official Haircare Sponsor for New York Fashion Week, marking its sixteenth consecutive season with the show. The sponsorship will see Teigen on-site and the brand incorporate the latest line into its Salon and Lounge at Moynihan Station as well as hair looks at sponsored runway shows.
“We are thrilled to be partnering with Chrissy Teigen. Volume is the primary haircare need in America and with this unique reverse wash system, we are very proud to help women achieve gorgeous volume that looks and feels great,” said Rob Candelino, VP of Marketing for Unilever’s Haircare business.
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