NEW YORK, Feb. 13, 2015 /PRNewswire/ -- In a Mercedes-Benz Fashion Week first, TRESemme – the official hair care sponsor – will partner with the models backstage at CFDA/Vogue Fashion Fund Finalist Misha Nonoo to create their own hair style before hitting the catwalk. In this bold move, TRESemme will empower women with the backstage secrets of creating runway hair, you can wear.
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Under the guidance of leading stylist Ryan Trygstad, to mark the runway debut of the new salon-inspired TRESemme Perfectly (un)Done collection – available in stores now – the models will personalize their Mercedes-Benz Fashion Week style from start to finish and inspire women at home with the tips and tricks they need re-create their own runway hair.
"For my Fall 2015 collection I was inspired by the psychology of the woman and the evolving, ephemeral state of her life," says Misha Nonoo. "I am excited to partner with TRESemme on a curated hair look that celebrates personal style and inspires women to maintain a sense of conviction and ease on and off the runway."
In addition to Misha Nonoo's show, world-renowned hair stylists Orlando Pita and Jeanie Syfu will partner with TRESemme to create fashion-forward looks for some of the week's other celebrated fashion designers including: Banana Republic, BCBG, Carolina Herrera, Diane von Furstenberg, Erin Fetherstone, Herve Leger, Marissa Webb and Rebecca Minkoff.
"Our goal is to democratize the runway hair styles for women at home and put them at the heart of the trends," says Chris Barron, Global Vice President of Tresemme. "This season, TRESemme is putting a new twist on how we share our stylists' tricks from backstage by partnering with Misha Nonoo to have the models style their own hair before hitting the runway, with the professional expertise and products only provided from TRESemme. Our fans will experience backstage at Misha Nonoo's show in real-time using social and traditional media, allowing them a never-before-seen look at how the professionals create the season's top trends."
Using the brand's exclusive access to New York's hottest shows, TRESemme will deliver real-time updates throughout the week with online style mavens The Coveteur and their 'The Daily Debrief' series – streamed on www.coveteur.com and www.Facebook.com/TRESemme. Viewers will also be able to follow video diaries from New York it girl Arielle Nachmani of Something Navy as she masters her favorite hair looks and unveils our stylists' secrets to a runway-worthy mane.
Live from Mercedes-Benz Fashion Week's Lincoln Center headquarters, fashionista Louise Roe will again host the Style Setters web TV show that tracks the latest in hair, style and trends seen backstage on the runways at Mercedes-Benz Fashion Week. The Style Setters series will be hosted on www.youtube.com/TRESemme. New to the mix, TRESemme will be the first ever presenting sponsor of Tumblr's Creatrs Program where key digital influencers, including illustrators and visual artists, will capture behind the scenes, real-time footage that will be shared on Tumblr through artistic content such as GIFs, sketches and more.
On-site at Lincoln Center, TRESemme is collaborating with E! for the second consecutive season to create a co-branded Salon and Lounge, allowing plenty of opportunities to snap photos for personal social media channels. To further expand the salon footprint, TRESemme is also offering its first two-story Salon for those who want to get runway-ready inspired hairstyles in a flash. The top level will also incorporate a VIP Greenroom overlooking the E! studio for guests to view live tapings. Downstairs, visitors can put final touches on their hair style at the touch-up station and have the opportunity to take home products from the latest collection, TRESemme Runway Collection, via a vending machine that will dispense a coveted styling product from the Brand.
Notes to Editors:
YouTube: YouTube.com/TRESemme
Twitter: Twitter.com/TRESemme @TRESemme #TRESmbfw
Facebook: Facebook.com/TRESemme
Instagram: @TRESemme
Pinterest: Pinterest.com/TRESemme
www.TRESemme.com
About Unilever
Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. We work with 174,000 colleagues around the world and generated annual sales of EUR49.8 billion in 2013. Over half of our company's footprint is in the faster growing developing and emerging markets (57% in 2013). Working to create a better future every day, we help people feel good, look good and get more out of life. Our portfolio includes some of the world's best known brands, 14 of which - Knorr, Persil / Omo, Dove, Sunsilk, Hellmann's, Surf, Lipton, Rexona / Sure, Wall's ice cream, Lux, Flora / Becel, Rama / Blue Band, Magnum and Axe / Lynx - now generate a turnover of EUR1 billion or more.
Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals, we have defined nine commitments, underpinned by targets encompassing social, environmental and economic areas. See more on the Unilever Sustainable Living Plan at www.unilever.com/sustainable-living/ (Link opens in a new window).
Unilever has been recognised in the Dow Jones Sustainability World Indexes for 14 consecutive years. We are included in the FTSE4Good Index Series and attained a top environmental score of 5, leading to inclusion in the FTSE4Good Environmental Leaders Europe 40 Index. Unilever has been named sector leader of the CDP's Forests programme for three consecutive years, and in 2014 led the list of Global Corporate Sustainability Leaders in the GlobeScan/SustainAbility annual survey - for the fourth year running. Unilever was named LinkedIn's third most sought-after employer worldwide in 2013.
For more information about Unilever and its brands, please visit www.unilever.com
Contact:
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greg.casto@edelman.com
