TRESemmé range receives new formulation and a makeover

Beauty giant Unilever has unveiled a new formulation and look for its TRESemmé’s product range, including an update to its packaging design and product size. 

Formulations containing ProPlex Fortifiant technology, a complex developed to deliver more manageable and smoother hair, has been rolled-out across all TRESemmé products. The technology is based on an amino acid complex that fortifies and protects the internal microstructure of hair, whilst ceramides help shield hair fibres from damage and prevent breakage.

A new packing design for the ProStyle Technology line has been rolled out to reference the innovative technologies used, making it easier for shoppers to differentiate between products and its benefits.

TRESemmé has also added Beauty-Full Strength to its existing Wash and Care range, helping consumers with hair fall-out concerns. The brand also confirmed it is adding new products to the line, including a Grow Strong Leave in Treatment Spray and Serum.

Unifying its various ranges, TRESemmé has simplified its packaging with three sizes: 300ml, 680ml, and 900ml. The 300ml size is best suited as an everyday entry pack, whilst the 900ml gives frequent users best value for money.

The haircare label has invested £10 million in marketing for the relaunch, which will run from April 2023. This will include in-store, e-commerce, and TV advertising.

Benoit Roger-Machart, Senior Marketing Director, Beauty and Personal Care at Unilever UK&I, commented: “TRESemmé is all about giving shoppers salon quality results at home and at an affordable price point.

“This year, we are revamping our Wash and Care range to make sure it is the best-performing collection to date through innovation, technology upgrades as well as new pack designs and sizes to expand the brand’s appeal. We’ll be backing this new and improved range with a full major marketing push to keep TRESemmé top of mind within the haircare category and support visibility in-store.”

Unilever, which acquired TRESemmé in 2010, has an impressive portfolio of brands including Lynx, Dove, Persil, and Lifebuoy.