TRESemmé is revamping its formulas and introducing new pack designs and sizes this year. [update: January 25, 2023] It has also introduced a new sulfate-free collection, powered by natural coconut oil droplets and infused with plant protein.
Revamped TRESemmé Range
The enriched formulas contain TRESemmé’s ProStyle Technology, which features an amino acid complex to help fortify and protect the complex internal microstructure of hair. Cermides also help shield the hair fibers and prevent breakage.
TRESemmé is also adding Beauty-Full Strength shampoo and conditioner—featuring the patented ProPlex Fortifiant technology that repairs and strengthens hair internally— to its existing Wash and Care range.
Alongside the Beauty-Full Strength shampoo and conditioner is a Grow Strong Leave in Treatment Spray and Serum.
TRESemmé has simplified its pack architecture with three pack sizes: 300 ml, 680 ml and 900 ml.
The existing Pro-Collection Range will be available in the new 680 ml pack size format.
The 300 ml pack serves as an entry pack, while the 900 ml offer provides better value for families and frequent users.
The new 300 ml and 680 ml packs are also made with 100% PCR plastic and the entire portfolio is PETA approved.
Benoit Roger-Machart, senior marketing director, beauty and personal care at Unilever UK&I, said, "TRESemmé is all about giving shoppers salon quality results at home and at an affordable price point. This year, we are revamping our Wash and Care range to make sure it is the best performing collection to date through innovation, technology upgrades as well as new pack designs and sizes to expand the brand’s appeal. We’ll be backing this new and improved range with a full major marketing push to keep TRESemmé top of mind within the hair care category and support visibility in-store.”
Pro Infusion Collection
[update: January 25, 2023] TRESemmé has introduced this new sulfate-free collection, powered by natural coconut oil droplets and infused with plant protein. It it said to provide ultra smooth strands and style with intense shine and fluid movement.
The collection features COCO-PROTEINize technology, which includes a salon-based plant protein that penetrates hair and hydrating coconut oil for fluid hair with optimal elasticity.
Products include: Fluid Volume, Fluid Smooth, Fluid Curls and Fluid Color shampoos and conditioners, as well as Fluid Volume and Fluid Smooth tonic waters.
TRESemmé has partnered with Parris Goebel, award-winning choreographer, to produce an underwater routine with the USA Olympic Artistic Swimming Team that highlights the fluid movement of the swimmers' hair underwater, which was treated with the new Pro Infusion products.
TRESemmé and the USA Olympic Artistic Swimming Team are embarking on a two-year partnership.
Jessica Grigoriou, head of beauty marketing and salon and masstige hair portfolio director at Unilever NA, said, "The fluid movements of the hair in this film showcase the beauty of strong, nourished strands that the new Pro Infusion products provide, as well as the freeing feeling that women experience when expressing their authentic selves and personal style. We are honored to be partnering with the extremely talented Parris Goebel and the USA Olympic Artistic Swimming Team to demonstrate the beauty of fluid hair. Through the inspiring underwater routine, combined with our new Pro Infusion products, TRESemmé is empowering women to feel free and let their hair shine."
Goebel said, "I am known for breaking rules and pushing boundaries when it comes to my creativity, so I was thrilled to partner with TRESemmé, a brand that encourages women to embrace their personal style and the power that it brings, to create a routine that is unlike anything I have ever done before. Using dance to express yourself is beautiful and collaborating with the USA Olympic Artistic Swimming Team, who are such dedicated athletes and performers, for this powerful captivating performance was so refreshing and invigorating."