TRESemmé launches new ‘365 Project’ via Spark PHD to break Kiwis’ sleep styling hair habits
Spark PHD has been breaking the country’s “sleep styling” hair habits with the year-long TRESemmé 365 Project. To prove to New Zealand women that it is possible to have great hair every day, the innovative campaign sees one stylish Kiwi girl challenged to mix up her look every day for 365 days, sharing her journey online, with the support of TRESemmé styling tips, tricks and products.
Anna-Lise Sharma, RUBY brand manager and TRESemmé 365 Project ambassador, has been sharing her daily hair wins, triumphs, challenges and inspiration on the T365 website and on Instagram, in a bid to inspire and educate women who are stuck in a hair-rut.
Says Abby Parkin, media director at Spark PHD: “We pride ourselves on insight-driven, innovative idea generation and our research showed that most women didn’t feel they had the skills or the time to put into their hair. We coined this ‘sleep styling’.
“Sleep styling sees us prioritising our clothes over our hair – changing a blouse or shoes daily but having only one or two ‘go to’ hairstyles. To prove it was easy to overcome, we wanted to create an engaging, inspiring and practical campaign that would resonate with women; the campaign utilised the specialist expertise across all our business divisions, Spark PHD, PHDIQ and Spark PR & Activate.”
Working with top TRESemmé stylist Luke Bettesworth to produce how-to videos and tutorials, the TRESemmé 365 Project showcases a whole host of stylish yet easy-to-achieve looks, and simple instructions for using the extensive range of TRESemmé products.
Locally and globally created content, such as videos and behind-the-scenes content, has extended across numerous platforms including social (Instagram, YouTube, and Facebook), online media (NZGirl, YahooNZ!), and print (Fashion Quarterly), allowing Kiwis to engage with the campaign in ways that suit them.
Says Mineli Gagliano, senior brand manager at Unilever: “Women are often reluctant to try something new with their hair, but with a tiny tweak, some simple tricks and the right products they can have great hair every day. We love the uniqueness and simplicity of this campaign idea and it really highlights how easy it can be to reinvigorate your hairstyle.”
From trips to the iconic music festival Coachella and the pinnacle of fashion events, Mercedes Benz New York Fashion Week, Sharma has been representing TRESemmé all over the world, picking up new trends to trial and share with followers.
For a glimpse into Sharma’s hair challenges and triumphs, and global inspiration and videos, followers can view the T365 Project at www.tresemme365.co.nz and on Instagram @tresemme365project #T365project.