Day by day Transient:
- Unilever hair care model TreSemmé is spotlighting its A-Record Assortment Dry Texturizing Spray with a brand new multichannel marketing campaign titled “Get TF Out of Mattress,” based on a press launch.
- Key to the trouble is a partnership with occasion administration platform Eventbrite to sponsor festivities in 5 cities recognized for his or her social gathering scenes: Miami, Nashville, Los Angeles, Chicago and New York Metropolis. The Miami and Nashville occasions will embrace a cell pop-up salon.
- The marketing campaign additionally encompasses a three-episode social media collection with appearances from creators like TreSemmé model ambassador Paige DeSorbo. The model additionally teased a presence at New York Trend Week.
Dive Perception:
TreSemmé is attempting to fight the Gen Z pattern of “mattress rotting,” the place one spends a full day in mattress doing nothing in any respect, to spotlight its dry texturizing spray. The model claims the product can take hair “from bedhead to woke-up-like-this waves” when last-minute plans, like an evening out in town, turn out to be a actuality.
To place these claims to the take a look at, the Unilever model is launching a “Get TF Out of Mattress” marketing campaign in partnership with Eventbrite to sponsor in-person actions in main cities from mid-August by mid-September. The model will deploy a cell pop-up salon, referred to as the TreSemmé Contact-Up Truck, on Aug. 15 in Miami’s South Seashore and Aug. 22 on Nashville’s Broadway. The primary 30 customers who ebook a spot by Eventbrite will probably be styled by professionals.
Content material creators will participate within the social gathering tour, filming a three-part social media collection showing throughout all brand-owned channels. Full episodes of the collection may also run on TreSemmé’s YouTube and have appearances from model ambassador DeSorbo, together with creators Xandra, Mia Martini, Victoria Villaroel, Maria Georgas and Victoria Fuller. A concentrate on creators for “Get TF Out of Mattress” matches into mum or dad Unilever’s bigger technique to shift 50% of its advertising spend to social media.
TreSemmé moreover teased a presence at New York Trend Week, which is slated for Sept. 11-16, the place its A-Record Assortment will probably be on show all through the week. A variety of manufacturers have sought to capitalize on the joy round New York Trend Week through the years, from Unilever sister model Dove to Afterpay and Intuit Mailchimp. TreSemmé’s A-Record Dry Texturizing Spray will be bought solely at Goal for $11.99.
Past TreSemmé, Unilever has been actively advertising different manufacturers lately. Dove earlier this week put out an open casting name for an underarm ambassador as a part of its sponsorship of the 2025 U.S. Open.
Unilever reported $34.45 billion in income for the primary half of 2025, a 3.4% year-over-year improve pushed by its private care and ice cream manufacturers. The corporate spent 15.5% of income, or $5.17 billion, on advertising within the first half, up 0.4% versus the year-ago interval.
