Daily Brief: TreSemmé’s New Campaign
- Unilever hair care brand TreSemmé is spotlighting its A-List Collection Dry Texturizing Spray with a new multichannel campaign titled “Get TF Out of Bed,” according to a press release.
- Key to the effort is a partnership with event management platform Eventbrite to sponsor festivities in five cities known for their party scenes: Miami, Nashville, Los Angeles, Chicago, and New York City. The Miami and Nashville events will include a mobile pop-up salon.
- The campaign also features a three-episode social media series with appearances from creators like TreSemmé brand ambassador Paige DeSorbo. The brand also teased a presence at New York Fashion Week.
Dive Insight: Tackling Bed Rotting with Style
TreSemmé is trying to combat the Gen Z trend of “bed rotting,” where one spends a full day in bed doing nothing at all, to highlight its dry texturizing spray. The brand claims the product can take hair “from bedhead to woke-up-like-this waves” when last-minute plans, like a night out on the town, become a reality.
To put those claims to the test, the Unilever brand is launching a “Get TF Out of Bed” campaign in partnership with Eventbrite to sponsor in-person activities in major cities from mid-August through mid-September. The brand will deploy a mobile pop-up salon, called the TreSemmé Touch-Up Truck, on Aug. 15 in Miami’s South Beach and Aug. 22 on Nashville’s Broadway. The first 30 consumers who book a spot through Eventbrite will be styled by professionals.
Content creators will take part in the party tour, filming a three-part social media series appearing across all brand-owned channels. Full episodes of the series will also run on TreSemmé’s YouTube and feature appearances from brand ambassador DeSorbo, along with creators Xandra, Mia Martini, Victoria Villaroel, Maria Georgas, and Victoria Fuller. A focus on creators for “Get TF Out of Bed” fits into parent Unilever’s larger strategy to shift 50% of its marketing spend to social media.
TreSemmé additionally teased a presence at New York Fashion Week, which is slated for Sept. 11-16, where its A-List Collection will be on display throughout the week. A number of brands have sought to capitalize on the excitement around New York Fashion Week over the years, from Unilever sister brand Dove to Afterpay and Intuit Mailchimp. TreSemmé’s A-List Dry Texturizing Spray can be purchased exclusively at Target for $11.99.
Beyond TreSemmé, Unilever has been actively marketing other brands recently. Dove earlier this week put out an open casting call for an underarm ambassador as part of its sponsorship of the 2025 U.S. Open.
Unilever reported $34.45 billion in revenue for the first half of 2025, a 3.4% year-over-year increase driven by its personal care and ice cream brands. The company spent 15.5% of revenue, or $5.17 billion, on marketing in the first half, up 0.4% versus the year-ago period.
Daily Brief: TreSemmé’s New Campaign
- Unilever hair care brand TreSemmé is spotlighting its A-List Collection Dry Texturizing Spray with a new multichannel campaign titled “Get TF Out of Bed,” according to a press release.
- Key to the effort is a partnership with event management platform Eventbrite to sponsor festivities in five cities known for their party scenes: Miami, Nashville, Los Angeles, Chicago, and New York City. The Miami and Nashville events will include a mobile pop-up salon.
- The campaign also features a three-episode social media series with appearances from creators like TreSemmé brand ambassador Paige DeSorbo. The brand also teased a presence at New York Fashion Week.
Dive Insight: Tackling Bed Rotting with Style
TreSemmé is trying to combat the Gen Z trend of “bed rotting,” where one spends a full day in bed doing nothing at all, to highlight its dry texturizing spray. The brand claims the product can take hair “from bedhead to woke-up-like-this waves” when last-minute plans, like a night out on the town, become a reality.
To put those claims to the test, the Unilever brand is launching a “Get TF Out of Bed” campaign in partnership with Eventbrite to sponsor in-person activities in major cities from mid-August through mid-September. The brand will deploy a mobile pop-up salon, called the TreSemmé Touch-Up Truck, on Aug. 15 in Miami’s South Beach and Aug. 22 on Nashville’s Broadway. The first 30 consumers who book a spot through Eventbrite will be styled by professionals.
Content creators will take part in the party tour, filming a three-part social media series appearing across all brand-owned channels. Full episodes of the series will also run on TreSemmé’s YouTube and feature appearances from brand ambassador DeSorbo, along with creators Xandra, Mia Martini, Victoria Villaroel, Maria Georgas, and Victoria Fuller. A focus on creators for “Get TF Out of Bed” fits into parent Unilever’s larger strategy to shift 50% of its marketing spend to social media.
TreSemmé additionally teased a presence at New York Fashion Week, which is slated for Sept. 11-16, where its A-List Collection will be on display throughout the week. A number of brands have sought to capitalize on the excitement around New York Fashion Week over the years, from Unilever sister brand Dove to Afterpay and Intuit Mailchimp. TreSemmé’s A-List Dry Texturizing Spray can be purchased exclusively at Target for $11.99.
Beyond TreSemmé, Unilever has been actively marketing other brands recently. Dove earlier this week put out an open casting call for an underarm ambassador as part of its sponsorship of the 2025 U.S. Open.
Unilever reported $34.45 billion in revenue for the first half of 2025, a 3.4% year-over-year increase driven by its personal care and ice cream brands. The company spent 15.5% of revenue, or $5.17 billion, on marketing in the first half, up 0.4% versus the year-ago period.
TreSemmé Launches “Get TF Out of Bed” Campaign to Combat Bed Rotting Trend
New York, NY – Unilever’s popular hair care brand TreSemmé is shaking up the beauty scene with its latest multichannel campaign, “Get TF Out of Bed,” aimed at tackling the rising trend of “bed rotting” among Gen Z. The campaign spotlights the A-List Collection Dry Texturizing Spray, promising to transform bedhead into effortlessly chic waves for those spontaneous nights out.
Key to this vibrant initiative is a partnership with Eventbrite, which will sponsor a series of lively events in five of the country’s hottest party cities: Miami, Nashville, Los Angeles, Chicago, and New York City. Kicking off mid-August, the campaign will feature a mobile pop-up salon, the TreSemmé Touch-Up Truck, making its debut on August 15 in Miami’s South Beach and August 22 on Nashville’s Broadway. The first 30 attendees who book through Eventbrite will receive professional styling, ensuring they’re ready to hit the town in style.
In addition to the in-person festivities, TreSemmé is launching a three-episode social media series featuring brand ambassador Paige DeSorbo and popular creators like Xandra, Mia Martini, and Victoria Fuller. This content will be shared across all brand-owned channels, with full episodes available on TreSemmé’s YouTube, aligning with Unilever’s strategy to allocate 50% of its marketing budget to social media.
As part of the campaign, TreSemmé will also make a splash at New York Fashion Week from September 11-16, showcasing its A-List Collection. The brand aims to capitalize on the excitement surrounding the event, similar to other brands like Dove and Afterpay in previous years.
The A-List Dry Texturizing Spray, available exclusively at Target for $11.99, is positioned as the ultimate solution for those last-minute plans that require a quick hair refresh. TreSemmé’s efforts come at a time when Unilever is actively promoting its various brands, with Dove recently announcing an open casting call for an underarm ambassador in conjunction with its sponsorship of the 2025 U.S. Open.
Unilever reported a robust $34.45 billion in revenue for the first half of 2025, marking a 3.4% year-over-year increase, largely driven by its personal care and ice cream brands. The company’s marketing expenditure also saw a rise, with 15.5% of revenue, or $5.17 billion, dedicated to promotional efforts.
As TreSemmé gears up for its exciting campaign, it’s clear that the brand is not only focused on hair care but also on creating memorable experiences that resonate with today’s youth culture. So, whether you’re in Miami or New York, get ready to “Get TF Out of Bed” and embrace your best hair day yet!
