Full length launch!

client: TRESEMME / product: POP UP STORE

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  • Market situation:

  • Hair is the symbol of beauty in Kazakhstan, 70% of women have long hair. Growing hair for her is slow in time and anxious routine. Sure, there are a lot of brands in media, it’s difficult to choose the best one suitable for her, so she makes final choice in front of shelf in store. Our consumer wants to be in trend, likes innovation, but find hard to understand complex technologies.
  • Our consumer knows nothing about TRESemme brand, and cannot differentiate it as special choice (both in mind and on shelf).
  • She doesn’t know that unlike category offers TRESemme Full length range can speed up the growth on max.

  • Tasks & Initiatives:

  • Our key task was to establish awareness of TRESemme as a professional expert hair care brand, integral part of fashion world, style and look and finally inform consumer about TRESemme Full Length range launch as hero product.

  • Scope of work:

  • Image level: Connect TRESemme to fashion world.
  • Brand level: Ensure consumer that TRESemme is a professional experts’ choice.
  • Product level: Establish point that due Full Length range she could grow her hair faster.
  • In channels, we could use BTL+ Digital channels together with big event dedicated to NYFW and brand credentials.

  • Our idea:

  • In the world of ever-changing trends, girls are constantly under stress not to catch up with fashion, news or styles. So time becomes the most important deficiency, and the
  • expectation and patience are unaffordable luxury.
  • Therefore, when it comes to growing hair, girls are afraid of losing too much time.
  • And this was exactly the moment when we come to unexpected idea, that with TRESemme Full Length range time appears to be not an issue because using it makes your hair grow faster.