Staff Reporters
Mar 9, 2015

CASE STUDY: How Tresemmé woke women up from 'sleep styling'

Working with Spark PHD, the haircare brand set out to provide daily inspiration with a social campaign focusing on one woman's promise to mix up her look every day for a year.

Background and aim

When you walk down the beauty aisle in a supermarket, one thing hits you Everything looks the same. Unilever's Tresemmé brand, as the first 'salon brand' sold in supermarkets, once had a distinctive point of difference, but this had eroded into a blur of copycat positionings.

Globally, facing discounting by giants like L’Oreal and Schwarzkopf, the brand had decided to go back to Tresemmé’s positioning 'Used by professionals'.

...

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