TRESemmé
Refreshing a Brand known for “OooLaLa”
The Challenge
As a brand known primarily for it’s hair spray and little other brand persona, we were charged with developing a new visual esthetic, unique to the TRESemmé brand, dripping with style. This look needed to represent the TRESemmé woman, who puts effort and takes pride in her look, always playing an active role in keeping her style fresh. She’s bold, daring and owns the room.
Year
2018
Company
Virtue Worldwide
My Role
Account Director: Responsible for account success from brief to delivery, category and brand business acumen, client communication, and internal cross-functional leadership.
TRESemmé
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WHERE HAIR HAPPENS
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TRESemmé * WHERE HAIR HAPPENS *
The Strategy
The where is just as important as the how we show products in traditional settings—like in the bathroom, while also representing the on-the-go lifestyle of the TRESemmé woman, who is touching her hair up throughout the day—at the gym, in a cab, or in a shop window.
The Approach
“Where Hair Happens,” is an edgy, confidant brand guide featuring sharp contrast, limited use of color, a prominent use of black, diverse casting. Launched in August 2018, the guide provides direction on capturing product, product in use, and finished looks in all brand and marketing activities worldwide.
The Work
A selection of key art images shot using new brand principles featured both in marketing and as examples throughout the updated visual brand book.
