Model promotes new Beauty Full Volume range with digital and print campaign
TRESemmé has teamed up with model and TV host Chrissy Teigen for a new campaign promoting its Beauty Full Volume range.
The new range is designed to be used in the reverse order of traditional products – consumers are instructed to use the conditioner first, followed by the shampoo. The idea is that the conditioner softens the hair first before the shampoo washes away any weight. Beauty Full Volume is said to leave hair: “touchably soft”.
Teigen commented: “I’m photographed all the time, and while my hair might look great in pictures, it doesn’t always feel great – we’re talking ‘Crispy Teigen’. I’m so glad I no longer have to compromise to get hair with great lift that I actually want to run my fingers through. I’m thrilled to be teaming up with a brand that’s getting people to re-think their hair washing routine and encouraging them to reverse it up. This collection is a game changer!”
The YouTube clip is supported with a print and digital marketing campaign. TRESemmé will also be reaching out to digital influencers who will share the results of their reverse-washing experiences in a series of YouTube videos.
Rob Candelino, Vice President of Marketing for Unilever’s hair care business, said: “We are thrilled to be partnering with Chrissy Teigen to help spread the word of TRESemmé’s revolutionary new Beauty-Full Volume hair care range. Volume is the #1 hair care need in America and now, with this unique reverse wash system, we are very proud to help women achieve gorgeous volume that looks and feels great.”
TRESemmé is also the official hair care sponsor of New York Fashion Week, where Teigen will appear on-site as the face of the brand. The Beauty Full Volume range was also used in the brand’s Salon and Lounge at Moynihan Station and was used in multiple shows throughout the season.