Background

For over 20 years TRESemmé has been the official haircare sponsor for New York Fashion Week (NYFW). Through the years, TRESemmé has brought some of the best looks to the runway, helping women achieve hairstyles that make them feel their most confident selves and positively walk two inches taller.

Last season, TRESemmé took its mission a step further by partnering with an all-female team of hairstylists and fashion designers for the Spring/Summer 2020 collection.

With the central theme #PowerYourPresence, the TRESemmé South Africa team was given the task of garnering a PR reach of 1 500 000.

Over and above this the team was also tasked with the job of taking some of the most coveted NYFW trends and tailoring them to suit the South African market.

 

Solution

Explore influencer, media and fashion retail partnerships which align to NYFW and TRESemmé‘s key communication pillars; fashion, beauty and lifestyle.

Each partnership serves to create talkability and engagement with mass audiences around some of the most popular hair trends and fashion trends.

In addition to this, each of the partnerships Identified aspirational and unattainable to being accessible to the South African market through the reinvention of key trends.

 

Execution

We partnered with one of the leading beauty, fashion and lifestyle influencers, Sarah Langa to share the NYFW experience.

Working alongside TRESemmé and Sarah Langa, and as an established print and online media platform, Cosmopolitan Magazine created online, social and print content to share hair and fashion trends with the local market.

Post NYFW, Zando.co.za formed part of the fashion retail and TREStrends campaign where TRESemme was able to reinvent some of the looks from the runway from head-to-toe. In order to increase reach, TRESemme partnered with recognisable social media Influencers; Sarah Langa, Jessica Van Heerden and Lindiwe Dim. Each of these Influencers resonated with South African consumers who shared similar interests and increased overall online engagement.