TRESemmé
Brand Overhaul
Creative Direction / Copywriting / Creative Strategy
TRESemmé has always been that girl—iconic, accessible, maybe a little too blowout-perfect for the world of FYPs and bathroom GRWMs. She ruled the runway, but hadn’t quite figured out how to rule the algorithm.
I came in to help rewrite her story. The goal: make TRESemmé feel relevant again —not by chasing trends, but by building a personality that could actually hold a conversation. Together with strategy, design, and community management, we rebuilt the brand from the inside out: a tone that was bold, clever, and just the right amount of bratty. The kind of beauty girl who can talk split ends and pop culture in the same sentence.
From there, we built a living, breathing social ecosystem—briefing creators, shaping content pillars, and designing a monthly rhythm to feel more like a dialogue than a schedule. Because TRESemmé didn’t need more posts; she needed more presence.
We also set the stage for Paige DeSorbo to step in as the new face of the brand —harnessing her sharp, East Coast cool into TRESemmé’s real-world edge. The visuals took cues from 90s glossies: minimal, confident, and a little too fun to scroll past.
The result? A TRESemmé that finally sounds like she looks — smart, self-aware, and perfectly unbothered.
