TRESemmé has teamed up with model and television host (and now cookbook author) Chrissy Teigen to introduce a revolutionary reverse-wash system, Beauty-Full Volume. Teigen will make her TRESemmé debut in a series of humorous videos on the brand’s YouTube channel that showcase the common compromise women inevitably make when trying to achieve volume: hair looks great, but too often feels crunchy, stiff or sticky – definitely not touchable. Thanks to this collection, women will no longer need to sacrifice softness for stiffness or lift for limp locks.
The TRESemmé Beauty-Full Volume collection is the only haircare system specifically formulated to work together, in reverse, and provide a salon-quality solution to achieving soft, voluminous hair. The first step in the system is the Beauty-Full Volume Pre-Wash Conditioner – formulated with Fiber Polishing technology – to smooth hair, followed by the Shampoo to wash away weight (by removing excess conditioner) for everyday volume. Formulated with Fleximax Volumizers, the collection’s styling range includes a Hair Maximizer and Mousse. Additionally, the Beauty-Full Volume Hairspray has an ultra-fine spray to maintain the hair’s natural movement and softness for flexible hold with a professional finish.
Teigen partnered with TRESemmé because the collection resonates with her own struggle to get touchable volume. “I’m photographed all the time, and while my hair might look great in pictures, it doesn’t always feel great – we’re talking ‘Crispy Teigen.’ I’m so glad I no longer have to compromise to get hair with great lift that I actually want to run my fingers through,” says Teigen. “I’m thrilled to be teaming up with a brand that’s getting people to re-think their hair washing routine and encouraging them to reverse it up. This collection is a game changer!”
The campaign with Teigen is supported with a robust marketing program across print and digital. Additionally, the brand will extend the campaign’s reach by partnering with digital influencers who will be chronicling their reverse wash journey through a series of videos on their YouTube channels and in paid media.
“We are thrilled to be partnering with Chrissy Teigen to help spread the word of TRESemmé’s revolutionary new Beauty-Full Volume haircare range,” says Rob Candelino, Vice President of Marketing for Unilever’s Haircare business. “Volume is the #1 haircare need in America and now, with this unique reverse wash system, we are very proud to help women achieve gorgeous volume that looks and feels great.“
As the Official Haircare Sponsor of New York Fashion Week (Fall/Winter 2016) for the sixteenth consecutive season, where Teigen was on-site with the brand as part of the sponsorship, TRESemmé also incorporated the Beauty-Full Volume Collection into its Salon and Lounge at Moynihan Station, and through hair looks at sponsored runway shows. In addition, TRESemmé debuted this collection via a voluminous hair look at the Mara Hoffman autumn/winter 2016 presentation on Saturday, February 13th.
TRESemmé Beauty- Full Volume Collection is available at food, drug and mass market retailers nationwide with a suggested retail price of $4.99.
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