TRESemmé: KOL-powered immersive shopping experience

TRESemmé, a hair care brand, collaborated with POKKT and AnyMind for an influencer-first campaign to maintain its pioneering identity while promoting its latest innovation, TRESemmé Professional Quality Treatment Masks, solidify brand equity, and reestablish expertise among Filipina consumers.

Campaign details

Agency: MindshareRegion: APAC

Strategy

Objective

TRESemmé, a global hair care brand established in the Philippines in 1999, has provided salon-level products for 24 years. Innovations like keratin secured its market position, making it the #1 keratin shampoo in 2021. Amidst a national sales decline in traditional channels due to shifting consumer behavior and increased competition, TRESemmé thrived in emerging platforms like Shopee and Lazada. Recognizing e-Commerce and Beauty as opportunities, the brand captured the digital landscape, becoming the top hair brand online. Catering to beauty-conscious Filipinas, TRESemmé strives to maintain its pioneering identity while promoting...

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