We were tasked with launching TRESemmé's Pro Infusion Collection, the first line of products designed for fluid styles with natural movement. The brand faced a challenge: it was iconic among customers who grew up with it in the 90s, but needed to overcome its association with stiff gels and sprays for a new generation defined by fluid style.
To do this, we went where self-expression — and hair — is restricted: the Olympic sport of synchronized swimming. Hundreds of pages of rules govern not just the swimmers’ physical formations, but also their make-up, swimsuits, expressions, and hair … shellacked with layers of gel to ensure zero natural movement.
We wanted to help Team USA break from the typical restrictions of their sport and express themselves freely. So we partnered them with choreographer Parris Goebel to create the first underwater performance designed around flowing hair.
We partnered with the USA Olympic Artistic Swim Team and renowned choreographer Parris Goebel, celebrated for her defiant routines, to create 'FLUID.' This film, directed by Agostina Galve, captures an underwater routine choreographed to highlight the fluidity of unrestrained hair, giving Team USA the opportunity to perform together as a team without restrictions for the first time.
Beautiful, empowering content was created and disseminated through channels popular with the younger generation. In our media outreach, we spotlighted the film and our partnerships, targeting both Hispanic and general markets. Through diverse influencer partnerships from stylists to hairfluencers, in addition to Team USA and Parris, we continued to build awareness by creating content that balanced both product education and brand purpose while championing the “fluid hair” movement.
The performance was taken to unexpected venues, including the temple of male sports, the 2023 Super Bowl, where Parris Goebel was designing the halftime show – marking TRESemmé’s sports world debut. Then, we arrived at New York Fashion Week, the epicenter of over-styled hair and launched the “The Salon”, a TRESemmé pop-up salon at Spring Studios. We turned every major event the month of our launch into a celebration of self-expression.
We also held a film premiere for key media and influencers followed by a panel discussion with Parris and Team USA, contextualizing the societal truths behind FLUID, plus a live swim performance, where Team USA’s flowing, fluid hair was on full display.
FLUID delivered major impact:
