BRAND BACKGROUND

For nearly 80 years, TRESemme has been driven by a simple truth: every woman deserves to look and feel fabulous, like they've just stepped out of the salon. TRESemmé is dedicated to creating hair care and styling products that are salon quality without the salon price. Salon inspired and tested products that help women create their own style and experience that salon feeling every day.

With the growing competition in Vietnam industry, TRESemme faces a challenge: enhance its “Salon-quality” positioning. This motivation has led TRESemme to give the brand a new look: from “Salon-quality” to “Exceeding Salon quality”. This is supported by the new launch of Keratin Smooth formula product line - endorsed by 7/10 hairstylists; which targets at the Boss Girl segmentation and hair experts.  

ROLES OF KOLS 

With the goal to optimizing customer journey across multiple touch points, The A List and TRESemme collaborated with 3 trusted Lead KOLs with a relevant story: Brand Ambassador - Model Minh Tú, Fashionista Quỳnh Anh Shyn, model Đỗ Nhật Hà, Hairstylist Tùng Châu. This KOL strategy has successfully made “Exceeding Salon quality” the talk of the town.

Especially on TikTok - a creative content creation and sales generation platform, The A List proposed to spread curated sub-messages - differentiated product USPs/ the secret sauce to have the “exceeding salon quality” hair - through diverse groups of KOLs and Affiliate Marketing initiative.

RESULTS

- Featured in Buzzmetrics Social Index ranking

- Ranked first in the best-selling Beauty Brand category on Shopee and Lazada