Tresemme's Latest Campaign Leverages 'Devil Wears Prada 2'
Looking to create more brand engagement following this year’s Oscars, Unilever’s Tresemme has positioned itself as the signature hair brand of "The Devil Wears Prada 2," which hits theaters May 1.
Fans' first look at the film was a 30-second TV spot during the awards show on March 15. Part of the brand’s “Get Your Hair on the A-List” campaign, the spot features co-host of the "Giggly Squad" podcast and New York Times bestselling author Paige DeSorbo, who is also a two-year brand ambassador and Tresemme’s "Chief A-List Officer." She reminds consumers that they can achieve high-end looks at home using the brand’s newest affordable products.
The spot (see video below) begins backstage at New York Fashion Week, with DeSorbo getting her hair styled using Tresemme products before walking the runway. She is wearing a dress by designer Christian Siriano. The two appeared at New York Fashion Week in February, teasing fans about Tresemme’s collaboration with the movie. The ad will continue to air across social, digital and television spots.
In stores, the brand is launching a special-edition product trio that will be available in advance of the movie. The in-store push features themed, “runway-ready” styling products, including creative that speaks to the new collection, with a focus on bringing high-fashion hair to consumers. The bundle includes its "Groundbreaking" dry texture spray, "Runway Ready" lacquer shine spray and "That's All" workable hairspray.
“Our 'Get Your Hair on the A-List' campaign is an extension of our commitment to move beyond just sponsoring A-list moments to actively put them within everyone's reach,” Yoni Klein, head of marketing for Tresemme North America at Unilever, said in a media release. “We're dismantling the old rules of beauty and making it clear: A-List status is now available to all."
The Tresemme A-List Collection launched successfully at Target last year, and the retailer still has exclusive rights for two of the signature hair fragrances and a dry shampoo. The brand is now expanding its national distribution to mass retailers including Walmart, Amazon, CVS Health and Walgreens, offering the balance of the collection for shoppers at these locations.
The special-edition products will be available in stores starting April 1 to celebrate the film's theatrical release. Social efforts featuring DeSorbo and Siriano on TikTok, Instagram and YouTube are part of the brand’s strategy to drive traffic in stores.
