TRESemmé has been named the signature hair care brand of The Devil Wears Prada 2, enabling the company to join the ‘cultural conversation’ in a “meaningful” way.
The Unilever-owned hair care brand’s collaboration with the upcoming 20th Century Studios movie will span a global marketing campaign, influencer partnerships, premium retail activations and immersive brand experiences.
“The Devil Wears Prada 2 is synonymous with style, confidence and ambition – values that are core to TRESemmé,” Jopa Malantic, Global Brand VP at TRESemmé, told Cosmetics Business.
“From crafting red carpet looks to backstage at New York Fashion Week – where we have been a headline sponsor for over 20 years – we consistently show up in spaces where extraordinary hair is in the spotlight.
“When we learned a second instalment of the iconic film was in development, the alignment felt immediate.
“It presented a natural opportunity to position elevated, salon-level hair firmly within the cultural conversation.
“Partnering with The Devil Wears Prada 2 provides a compelling platform to connect with our audience in a meaningful way.”
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A special edition The Devil Wears Prada 2-inspired TRESemmé Heat Defence Care & Protect Spray will also launch to mark the
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