TRESemmé reformulates portfolio and unveils new packaging

By Julia Wray | Published: 24-Jan-2023

The Unilever hair care brand is introducing improved formulations, and new pack designs and sizes

Unilever hair care label TRESemmé is revitalising its packaging and formulations to better define the brand’s proposition.

Formulations containing ProPlex Fortifiant technology – a complex developed to deliver stronger, more manageable and smoother hair – have been rolled-out across all TRESemmé variants.

The technology is based on an amino acid complex that fortifies and protect the internal microstructure of hair, while ceramides help shield hair fibres and prevent breakage.

TRESemmé will also add a Beauty-Full Strength line to its existing Wash & Care range, targeting users who are concerned about hair fall out.

The Shampoo and Conditioner in the range contain Fibre Actives, a patented technology to repair and strengthen hair internally.

Fibre Actives are described as a unique blend of small molecules, including sugars and acids, which penetrate deep inside of the hair strand to fortify and strengthen the protein structure in the hair. 

The line also includes Grow Strong Leave in Treatment Spray (200ml) and Serum (50ml).

New pack designs are said to align with the brand’s salon credentials, while the brand has also released pack sizes that better serve varying shopper needs.

TRESemmé’s pack architecture has been simplified with three defined pack sizes; 300ml, 680ml and 900ml.

According to TRESemmé, the 300ml pack serves as an entry pack, while the 900ml offer provides better value for families and frequent users.

Both packs are made with 100% post-consumer recycled (PCR) plastic.

“TRESemmé is all about giving shoppers salon quality results at home and at an affordable price point,” said Benoit Roger-Machart, Senior Marketing Director, Beauty and Personal Care at Unilever UK&I.

“This year, we are revamping our Wash & Care range to make sure it is the best performing collection to date through innovation, technology upgrades as well as new pack designs and sizes to expand the brand’s appeal.

“We’ll be backing this new and improved range with a full major marketing push to keep TRESemmé top of mind within the haircare category and support visibility in-store.”

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