Michael Kors Fragrance Activation
Drive re-appraisal and credibility of the brand through NYFW partnership.
We elevated the role of TRESemmé in our consumer’s life, amplifying its presence at NYFW and repositioning the brand as a source of products, tips and inspiration for looks that translate from the runway to the street.
The Runway Studio at Spring Studios, a pop-up salon where TRESemmé stylists recreated looks from the shows, doubled as a social hub enabling the brand to push out content in real-time – over 30 films and 200 stills.
Exclusive content was created backstage at shows including DVF, Carolina Herrera, BCBG and Herve Leger, enabling designers and models to post using the #TRESnyfw hashtag.
A global print campaign building on the NYFW partnership introduced a new visual signature and simplified messaging, a departure that presents TRESemmé as high-end and fashion-focused.
TRESemmé was the most talked about NYFW A/W 2016 sponsor with 92% share of the voice. Most talked about hair brand with 54% of the voice. Highest ranking hair brand in WWD’s top 25 global beauty brands.