TRESemmé at NYFW
TRESemmé wanted to gain relevancy with millennial consumers in the beauty space. So, we set out to make them the talk of NYFW. We kicked things off with a New York Times print spread, which called out the massive gender disparity within the industry.
Woman make up 70% of the fashion industry’s workforce,
but only 25% of its leadership positions. A mere sliver.
As an 11 year sponsor of New York Fashion Week, TRESemmé is committed
to helping close the gap in fashion and beyond.
TRESemmé Resumes
To get the spotlight over more working women within the industry, we featured the resumes of real female stylists on our products during the event, which we called TRESemmé Resumes.
The Salon
We invited top beauty & lifestyle influencers Paola Alberdi, Kiitan, Olivia Rink, Tessa Barton, Francis Lola, Rocky Barnes and others on a unique #TRESnyfw journey. From behind-the-scenes experiences at shows to a street-style photoshoot, influencers and followers alike got to experience NYFW like never before.
And our millennial leaders stayed chic all week with TRESemmé survival kits and invitations to the TRES salon where they could get a new runway-inspired hairstyle each day.
E! with brand partner Rebecca Minkoff
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E! with brand partner Rebecca Minkoff |
In total, our NYFW campaign garnered 72MM+ impressions, 2.4MM+ total engagements with an engagement rate of 8.43% and a 62% increase in
YoY brand follower growth.
The team: Michael Nuzzo, Jeff Greenspan, Derekh Froude, Drew Kassl, Jenna Marrone, Carli Guastafeste, Demi Diggs