TRESemmé x NYFW: The Shows: Pro Infusion Launch

In February 2023, I led the TRESemmé Pro Infusion North American Launch at NYFW: The Shows, bringing the world of TRESemmé Pro Infusion to NYFW to drive awareness and excitement for the product launch on a national scale. An extension of the #FLUID campaign ft. The USA Artistic Swimming Team and Parris Goebel, the five-part campaign was anchored in a hero partnership with Jonathan Simkhai and offered a combination of designer partnerships, event activations, and educational programming to both industry insiders and the public to amplify and democratize the New Style Movement of Fluid Hair in 2023. The campaign received 578M impressions.

Jonathan Simkhai Partnership

• FLUID AW23 Runway Thematic created in collaboration with TRESemmé

• Signature FLUID hairstyle created in partnership with Odile Gilbert

• Co-Hosted Jonathan Simhai AW23 Afterparty

NYFW Events

• 5 Day Salon + Screening Activation at NYFW

• NYFW The Talks: “The Beauty of Fluidity” in conversation with Jonathan Simkhai, Parris Goebel, and Lacy Redway.

Designer Partnerships

• Christian Siriano AW23: Backstage TRESemmé Partnership (Stylist Team + Pro Infusion Product

• Rodarte AW23: Backstage TRESemmé Partnership (Stylist Team + Pro Infusion Product