Embracing experimentation and the power of individualistic expression was key in helping TRESemme regain consumers and cultural relevance within Fashion.

The waning influence of NY fashion week and the alluring trap of using manicured lifestyle influencers (always presenting their best selves) was attracting an image lacking in creative experimentation and individualistic identity. All of which, is Fundamentally not good for sales. 

Using social listening analytics we discovered TRESemme had an ethnic consumer base that was not being represented in their marketing. So we opened the aperture to the rich tapestry and a culturally experimental attitude towards hair. We were conscious to capture the powerful and spiritual human bond hair evokes.

The A-Z of Hair film formed the main Component of our creative and lived on Vice’s fashion vertical - ID magazine and Viceland. We enlisted the most influential up-and-coming artists, musicians, dancers, and content creators. The vast array of assets created were distributed across talent social channels and the Vice editorial ecosphere.