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Tresemme Gives Target an A-List Exclusive

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Target Tresemme A-List Collection Endcap

What’s new: Unilever’s Tresemme activated its 18th annual sponsorship of New York Fashion Week in February by launching an A-List Collection exclusively at Target.

"For nearly two decades, we've been the backstage pass to the best hair moments in fashion," Yoni Klein, Tresemme North America head of marketing, said in a statement. "With these new products, we're proving that high-end hair is for everyone — whether you're sitting front row or sitting through a 'camera on' meeting."

What we saw: An endcap promoting the line as "new & only at Target" stocked the eight SKUs, including smoothing cream, workable hairspray and lacquer shine spray. All are sold for $11.99 and positioned as "stylists’ must-haves to create any look." Signage promotes individual uses like fixing flyaways and adding texture.

Additional support: Tresemme plugged the collection on Facebook and Instagram and worked with Los Angeles-based Agenc to promote the brand through an influencer retreat in Jackson Hole, Wyoming. A brand showcase within Target.com presents the line as a way to "elevate your everyday." Target links to the showcase from its hair-care category page, which also spotlights the exclusive Laura Polko collection that launched at the retailer in December and a limited-edition exclusive collaboration between New York-based lifestyle brand LoveShackFancy and ACON’s Goody and Wet Brush that arrived at Target on March 2. 

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    P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.

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