Unilever taps creator marketing for TRESemmé

The launch aligns with its Beauty & Wellbeing strategy to expand its portfolio of premium products.

Unilever has introduced TRESemmé Professional in the UK and Ireland, repositioning the haircare brand with a premium range of salon-inspired products, proprietary technology and a marketing strategy centered on social media and influencer partnerships.

The launch marks the most significant update to the TRESemmé brand in its 75-year history, with the company aiming to strengthen its position in the growing premium haircare market while maintaining accessible pricing.

Premium strategy targets market growth

According to Unilever, the premium haircare market is forecast to grow significantly over the coming years as consumers increasingly seek products supported by scientific claims and visible performance. The company said the launch aligns with its Beauty & Wellbeing strategy to expand its portfolio of premium products.

Jopa Malantic, Global Brand Vice President at TRESemmé: "This is not a refresh. It’s a strategic step forward and part of how TRESemmé is delivering against Unilever’s SASSY framework.

"TRESemmé is moving into a more premium brand world – strengthening its role in the professional haircare conversation, while staying true to the belief that extraordinary hair should be accessible beyond the salon chair."

Collection features proprietary technology

The TRESemmé Professional range was developed at the company's Global R&D Centre in the UK and includes six product collections targeting different haircare needs. They incorporate proprietary technologies designed to strengthen hair, improve hydration, reduce frizz, enhance shine, protect colour and define curls.

Among the ranges are Thermo Sculpt Memory with KeraKinetic technology for heat styling, Hydra Molecular Moisture with GlutaHydrator technology, Keratin Seal Smooth, Lamellar Gloss, Colour Chroma Vibrance and Curl Activator. Unilever said the products are supported by scientific testing and are designed to deliver salon-inspired results at home.

Packaging and marketing receive update

The products feature redesigned black and copper packaging made from 100 percent recycled and detectable black plastic in the UK and Ireland. The company said shampoos and conditioners include packaging components designed for recyclability, while the full range is certified under PETA's Beauty Without Bunnies programme.

As part of the launch, TRESemmé has appointed television personality Maura Higgins as its first Head of Hair. Celebrity hairstylist Luke Pluckrose has also joined the brand as Head Stylist, with both supporting a social-first marketing strategy focused on hair inspiration and styling content.

Campaign focuses on science and creator partnerships

Jopa Malantic: "TRESemmé Professional’s upgrade goes beyond products, elevating the full experience across formulation, routines, packaging and storytelling to strengthen both consumer perception and competitiveness.

"We’re anchoring the UK & Ireland launch in a simple, distinctive idea: salon level performance at home, brought to life through strong science, credible expert endorsement and a consistent, ownable brand platform. The balance of proof and aspiration creates a clear, scalable story that cuts through to drive Desire at Scale."

www.unilever.com

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