TRESemmé campaign brings runway hair to consumers

American hair care products brand TRESemmé has launched the “Get Your Hair on the A-List” campaign, connecting its A-List Collection with the upcoming film The Devil Wears Prada 2.

The initiative combines advertising, fashion partnerships and product releases designed to position salon-inspired hair styling as accessible to a broader audience.

The campaign includes a collaboration with 20th Century Studios and a series of activations across entertainment and fashion events. Through the initiative, TRESemmé promotes its styling range while linking the brand to red-carpet culture and cinematic fashion.

Paige DeSorbo leads campaign creative

Reality personality and podcast host Paige DeSorbo appears in the campaign as TRESemmé’s Chief A-List Officer. The role builds on her second year as brand ambassador and places her at the center of the campaign’s advertising creative.

Paige DeSorbo, brand ambassador for TRESemmé: "Honestly, my 'promotion' to Chief A-List Officer for TRESemmé is a role I feel like I've been training for my whole life. The 'Get Your Hair on the A-List' campaign is all about embracing hair so good, it's basically its own accessory. For my second year partnering with TRESemmé, I wanted to go even bigger, because I genuinely love these products. They let you fully embrace your A-List energy whether you're walking a red carpet or just, you know, walking to get a coffee."

The advertising spot also features designer Christian Siriano and will run across social media, digital platforms and television.

Fashion Week appearance previews campaign

The campaign follows an appearance by Paige DeSorbo and Christian Siriano at New York Fashion Week. During the event, Paige DeSorbo wore a custom Christian Siriano design paired with hair styling created using the A-List Collection.

Hairstylist Mitchell Ramazon, a TRESemmé brand ambassador, styled the look exclusively with products from the range. The moment served as an early teaser for the brand’s collaboration with The Devil Wears Prada 2.

Film partnership drives product launch

TRESemmé also confirmed its role as the signature hair brand associated with the film sequel. The partnership will introduce three limited-edition products inspired by the movie and tied to the campaign theme.

The bundle includes the “Groundbreaking” Dry Texture Spray, “Runway Ready” Lacquer Shine Spray and “That’s All” Workable Hairspray. The products will be available at mass retailers from April 1 ahead of the film’s theatrical release on May 1.

Oscars placement expands campaign reach

The brand plans to air its campaign advertisement during the Oscars broadcast on March 15. TRESemmé will also appear at an Oscars afterparty with the debut of the TRESemmé Hair Couture Dress, extending the campaign into one of Hollywood’s major entertainment events.

Yoni Klein, Head of Marketing, TRESemmé North America at Unilever: "TRESemmé has always been behind the biggest looks and occasions trendsetters are talking about most. Our legacy has been built on making the red carpet and runway accessible to people every day. It's why we recently celebrated our 20th year as the leading haircare brand sponsoring shows at New York Fashion Week, and why we're making high-impact hair the main event at the Oscars. Our 'Get Your Hair on the A-List' campaign is an extension of our commitment to move beyond just sponsoring A-list moments to actively put them within everyone's reach. We're dismantling the old rules of beauty and making it clear: A-List status is now available to all."

www.tresemme.com

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