TRESemmé, the #1 styling brand in the US, is teaming up with model and television host Chrissy Teigen to introduce a revolutionary reverse-wash system, Beauty-Full Volume. Teigen will make her TRESemmé debut in a series of humorous videos on the brand's YouTube channel that showcase the common compromise women inevitably make when trying to achieve volume: hair looks great, but too often feels crunchy, stiff or sticky – definitely not touchable.
Teigen partnered with TRESemmé because the collection resonates with her own struggle to get touchable volume. "I'm photographed all the time, and while my hair might look great in pictures, it doesn't always feel great – we're talking 'Crispy Teigen.' I'm so glad I no longer have to compromise to get hair with great lift that I actually want to run my fingers through," says Teigen. "I'm thrilled to be teaming up with a brand that's getting people to re-think their hair washing routine and encouraging them to reverse it up. This collection is a game changer!"
Unlike typical shampoos and conditioners, Beauty-Full Volume is designed to work in reverse – and is the only reverse system designed for touchable volume. The process is simple: condition first to soften, then shampoo to wash away weight, leaving hair touchably soft. Thanks to this collection, women will no longer need to sacrifice softness for stiffness or lift for limp locks.
The campaign with Teigen is supported with a robust marketing program across print and digital, beginning today. Additionally, the brand will extend the campaign's reach by partnering with digital influencers who will be chronicling their reverse wash journey through a series of videos on their YouTube channels and in paid media.
"We are thrilled to be partnering with Chrissy Teigen to help spread the word of TRESemmé's revolutionary new Beauty-Full Volume haircare range," says Rob Candelino, Vice President of Marketing for Unilever's Haircare business. "Volume is the #1 haircare need in America and now, with this unique reverse wash system, we are very proud to help women achieve gorgeous volume that looks and feels great."
As the Official Haircare Sponsor of New York Fashion Week for the sixteenth consecutive season, where Teigen will be on-site with the brand as part of the sponsorship, TRESemmé will also incorporate the Beauty-Full Volume Collection into its Salon and Lounge at Moynihan Station, and through hair looks at sponsored runway shows. In addition, TRESemmé debuted this collection via a voluminous hair look at the Mara Hoffman autumn/winter 2016 presentation on Saturday, February 13th, proving that touchable volume is perfect for everything from the catwalk to the sidewalk.