Challenge: Turbocharge the TRESemmé brand despite having a stable of aging international ads, cosmetic NPD, unfavourable shelf position and a third of competitors’ media spend

Insights: Australian women are some of the most pragmatic in the world when it comes to hair care and are not really interested in the category, just interested in the price

Solution: Use the world of fashion as a connection platform via fully integrated sponsorships of Project Runway and Australia’s Next Top Model then leverage those associations into every brand touchpoint

Results: +15% dollar growth. Case study presented as a benchmark globally