TRESemme

WE BROUGHT THE WORLD OF THE DEVIL WEARS PRADA 2 TO SOCIAL, PUTTING HAIR AT THE HEART OF EVERY LOOK.

From a global pop phenomenon to a brand conversation with cultural impact. Capitalising on the release of "The Devil Wears Prada 2", TRESemmé, the film’s official sponsor, developed a ‘social-first’ amplification strategy that brought together fashion, beauty and entertainment. Through an ecosystem of fashion, beauty and lifestyle creators, we transformed Runway’s editorial universe into aspirational content, recreations of iconic looks and exclusive experiences centred around the preview screening. Under the concept “Iconic hair. That’s all.”, we positioned hair as the star of every look, naturally integrating the Anti-Frizz Sealing Coat Spray and extending the conversation from the screen to social media.