For New York Fashion Week (NYFW), TRESemmé set out to enhance audience awareness, solidify its position as the #1 styling brand, and foster lasting influencer relationships. The goal was to seamlessly integrate TRESemmé into key NYFW moments, ensuring the brand was top-of-mind among fashion and beauty audiences.
TRESemmé’s strategy focused on strengthening influencer partnerships through immersive experiences, VIP activations, and exclusive styling opportunities. By curating content moments that aligned with fashion week’s energy and creativity, TRESemmé aimed to drive brand affinity and increase audience engagement across social platforms.
Through two high-impact activations in February and September, TRESemmé leveraged influencer storytelling to highlight runway-inspired hair transformations, salon experiences, and exclusive NYFW access. These efforts positioned the brand as a styling authority, increasing both organic and paid influencer content while reinforcing brand loyalty.
To own the hair conversation at NYFW, TRESemmé employed a comprehensive influencer strategy across February and September, creating immersive experiences that seamlessly integrated the brand into key fashion moments.
February Activation:
TRESemmé activated 64 influencers, including 15 paid and 49 earned, driving 5.5M impressions, 212K engagements, and a 4.8% engagement rate. To strengthen relationships and increase organic content creation, TRESemmé executed a VIP gifting experience, providing premium products and fashion week essentials. The "Mob Wife" influencer dinner fostered connections among key creators, while The TRES Salon offered exclusive styling appointments, enabling influencers to capture high-impact content. Additionally, influencers attended top designer shows like Christian Siriano, The Blonds, and LaQuan Smith, integrating TRESemmé’s products into runway moments.
September Activation:
Building on the February success, TRESemmé expanded its presence by hosting 73 paid and earned influencers, resulting in 14M impressions and 1.2M engagements. Paid partners created 143 posts, with 106 being added-value content. The 51 earned influencers generated 252 pieces of organic content. Influencers documented their experiences through GRWM content, behind-the-scenes runway access, and product-focused storytelling, driving widespread social buzz. Cross-influencer collaborations and on-the-ground activations maximized engagement and visibility.
To extend NYFW beyond the runway, TRESemmé launched an at-home styling mailer designed by celebrity stylist Justine Marjan. The mailer included premium hair accessories, styling tips, and TRESemmé products, achieving a 92% post rate, far surpassing benchmarks.
By leveraging real-time event integration, high-profile partnerships, and an innovative earned influencer strategy, TRESemmé solidified its NYFW dominance, reinforcing its authority as the go-to styling brand.
TRESemmé’s NYFW activations successfully amplified brand presence, delivered high-impact influencer content, and strengthened long-term partnerships.
In February, 64 influencers created 297 pieces of earned and added-value content, leading to an 88% increase in impressions compared to September 2023. 30% of the influencers were reactivated for future collaborations, reinforcing the power of TRESemmé’s relationship-building strategy.
The September activation delivered even stronger results, with 73 influencers driving a 153% increase in impressions and a 470% surge in engagements compared to February. Paid partners exceeded expectations, with 22 influencers delivering 143 posts, 106 of which were added-value content. The earned influencer program generated 252 posts, with influencers capturing every moment from salon transformations to front-row runway footage.
The at-home styling mailer, designed by Justine Marjan, further extended NYFW’s reach, achieving a 54% participation rate—72% over benchmark—and a 92% post rate, exceeding expectations by 98%.
Through a dynamic, multi-layered approach, TRESemmé not only dominated NYFW but also strengthened its cultural credibility, deepened influencer relationships, and solidified its reputation as a premier styling brand in the beauty space.
