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Runway Hair You Can Wear
TRESemmé has been an official sponsor of New York Fashion Week for 15 seasons, but only recently has this been extended beyond the US to a global audience. New York Fashion Week was identified as a source of inspiration for women around the world, however being in New York it needed to be made more relevant to consumers at a global scale.
Based on industry research, Edelman identified that a positive personal appearance has an influence on inner confidence and success. TRESemmé helps models exude confidence on the runway and makes their hairstyles achievable for consumers across the world via expert advice and how-to videos. TRESemmé sought to make the inspirational New York Fashion Week experience accessible, while highlighting the professional expertise engrained in the brand.
Backstage at your fingertips
In order to make New York Fashion Week relevant to a global audience, Edelman delivered ‘Runway Hair, You Can Wear’ – a 360-digital and PR campaign putting the “Backstage at Your Fingertips”.
The backstage environment was opened up to consumers, as women were provided with the expertise needed to achieve the same looks TRESemmé created on the runway. How-to videos featuring real women and influencers were hosted on the purpose built TUMBLR site and other social channels. At the same time, fashionistas in New York could have runway looks styled on them at the TRESemmé 24/7 Runway Studio and share their results online.
TRESemmé partnered with Amazon’s new video platform to exclusively make runway hair shoppable
with the ability to purchase the tools used by TRESemmé professionals backstage. In a 360 approach, TRESemmé was able to give consumers access to New York Fashion Week and provide women everywhere with an attainable piece of the runway – the hair.
real-time trend monitoring
To amplify the story, we used real-time trend monitoring technology to target 327 influencers to share the story, alongside media outlet and fashion bloggers, The Coveteur, SomethingNavy, Rosie Londoner and Camila Coelho. The social conversation was underpinned by a global media announcement at each of the sponsored shows – Diane Von Furstenberg, Carolina Herrera, BCBG, Hervé Léger and Misha Nonoo - triggering coverage across Vogue, Allure and more. This season, the hair, not just the fashion, was made an attainable and shopped for element of New York Fashion Week.
TRESemmé made New York Fashion Week accessible to women everywhere, giving them the confidence to walk two inches taller. The target audience received the professional expertise behind the product and the tools to help them look and feel their best. This drove consumers to reappraise TRESemmé as a professional, salon-grade brand by proving it is relied on by the world’s leading experts in high pressure environments.
Percentage of click throughs leading to a product purchase
Number of media impressions in 20 markets
Women wanted to get their hands on Runway Hair, the accessible piece of NYFW, resulting in 72% of click throughs leading to a product purchase.
TRESemmé owned 59% of NYFW mentions vs other hair care brands, and experienced a 35% increase in social following. 16% of all social conversations at NYFW mentioned TRESemmé, and the How To video content trended on Amazon during NYFW and continued to five weeks after.
TRESemmé drove international awareness and impact by achieving more than 2 billion media impressions in 20 markets. Alongside this, backstage expertise was highlighted in 75% of earned conversations about styling.