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NEW YORK — TRESemmé has partnered with drug stores Walgreens and Duane Reade as it presents "ready-to-wear hair" styling for Mercedes-Benz Fashion Week in Manhattan.
The Unilever hair care brand said it will run digital content on the giant, multi-component Walgreens Media Spectacular billboard in Times Square to highlight its Keratin Smooth, Platinum Strength, Fresh Start and 24 Hour Body collections.
At drug stores nationwide, TRESemmé also will have a heightened presence throughout the week, with eight in-store activations that include dry styling at select Walgreens and Duane Reade stores in New York, Boston, Los Angeles and Chicago during Fashion Week, which runs Sept. 5 to 12.
And this season, for the first time ever, TRESemmé will partner with global contemporary fashion label Nanette Lepore, adding a fourth designer sponsorship to the brand’s roster, which includes Jenny Packham, Rebecca Minkoff and Vivienne Tam. TRESemmé stylist Jeanie Syfu will lead the team backstage, creating on-trend styles to complement each designer’s spring/summer 2014 collection.
The brand also will introduce an enhanced version of their original digital series TRESemmé Style Setters, which will broadcast live coverage from Mercedes-Benz Fashion Week on YouTube.com/TRESemme. The series showcases the collaboration between hairstylists and designers as they create runway-ready style. TRESemmé has recruited fashion reporter Louise Roe, who will serve as the host of the series, along with street-style photographer Candice Lake and fashion blogger Rachel Parcell.
TRESemmé added that its sponsorship of Mercedes-Benz Fashion Week will be visible outside Lincoln Center with a new, out-of-home campaign featuring fashion-inspired ready-to-wear hair visuals throughout New York City.
"Our goal with TRESemmé Style Setters 2.0 is to reinterpret fashion-forward hairstyles and guide women to adapt runway hair for everyday," stated David Rubin, vice president of hair care for Unilever U.S. "By supporting our Mercedes-Benz Fashion Week sponsorship with our most robust 360-degree marketing plan to date, we are granting women everywhere access to this high-profile event while delivering exclusive, inspirational content in real time in a way that is relevant to our consumer."
On-site at Mercedes-Benz Fashion Week, guests can partake in the styling experience at the TRESemmé Salon & Lounge, a custom-built salon. Visitors can book an appointment for complimentary styling touch-ups provided by a team of professional stylists. In addition, TRESemmé will distribute travel-size samples of the new Platinum Strength Collection, which repairs up to two years of damage in just five uses, as well as TRES Two Extra Hold Hair Spray.
