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TRESemmé launch Platinum Strength range

TRESemmé, the brand that offers consumers ultimate salon indulgence every day, is extending its portfolio with the launch of its new TRESemmé Platinum Strength range, designed to help fortify and strengthen hair.

The launch is being supported with a £2m marketing spend leading with TV and also including print and digital, on air from 25 March 2013.

Available now, the range promises to visibly repair up to two years of damage after just five uses, by using arevolutionary Renewing Complex which reinforces the hair’s naturalprotectivebarrier. The result is beautifully smooth, moisturised and healthy-looking hair with all its natural strength.

Annabel Granger, TRESemmé brand manager at Unilever UK, comments: “As one of the UK’s leading haircare brands, with a huge 7.9%[i]share of the haircare market, TRESemmé continues to develop new and innovative haircare products which meet consumer needs and drive growth back into the category.

“According to recent consumer research, 60%[ii]of women in the UK want to repair their damaged hair, so the new TRESemmé Platinum Strength range will appeal to consumers. Retailers will also benefit from stocking the brand, as we have achieved a growing sales rate of 13.7% year-on- year[iii](Link opens in a new window).”

Matthew Curtis,TRESemmé’s lead UK stylist, also comments: “Hair can becomeseverely damaged by heat styling tools, hair colouring and bleaching. TheRenewing Complex in the TRESemmé Platinum Strength range replaces the hairs lipids, recreating the feel of smooth, healthy hair. As a guide for consumers, TRESEmméhas launched a series of ‘How To’ videos, available to watch on the TRESemmé UK YouTube channel.”

The range is packaged in a bold mix of black and white, with a striking lavender colour and shiny reflective silver appearing on the bottles and dispensers/lids for extra impact. This original colour format gives the product ultimate stand out on shelf.

The new range includes five products: a Shampoo, Conditioner, Treatment, Leave In and 60 Second Shot:

  • TRESemmé Platinum Strength Shampoo:Cleanses and fortifies hair
  • TRESemmé Platinum Strength Conditioner:Fortifies and protects for beautifully moisturised hair
  • TRESemmé Platinum Strength Deep Conditioning Treatment:Helps to restore and strengthen for stronger, more manageable hair
  • TRESemmé Platinum Strength Stay Soft Leave In:Strengthens hair and locks in moisture, leaving hair soft and manageable
  • TRESemmé Platinum Strength Concentrated Rinse Out Treatment:For beautifully conditioned hair in 60 seconds

-ENDS-

For further information please contact: Kathryn Platt at Clarion Communications T. 020 7343 3135

[i]IRI SIG HBA/OTC 19th JAN 2013 (Latest 52 weeks)

[ii]Kantar June 2012

[iii]IRI SIG HBA/OTC 19th JAN 2013 (Latest 52 weeks)

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