Known for their mock-turtlenecked stylist, black salon chair and dated jingle, TRESemmé was losing resonance with their millennial target. Duh. Given the brand relies heavily on global work, moving away from ‘Professional Affordable’ wasn’t on the table. Giving it a makeover was.
To do that, we created a salon without walls. Accessed through social mediums like Facebook, Tumblr and Instagram, fans and followers connected with real TRESemmé Pros rather than an omnipotent brand. This #PROHAIR platform was launched through a series of pre-roll spots in 2014.
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