Daily Brief: 

• 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: 

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.