Daily Brief:
- Unilever hair care brand TreSemmé launched a new campaign, “Get Your Hair on the A-List,” that spotlights its A-List Collection of products and includes a collaboration with the upcoming release, “The Devil Wears Prada 2,” per a press release.
- The campaign includes a 30-second spot starring Paige DeSorbo, TreSemmé brand ambassador and co-host of the podcast “Giggly Squad,” and fashion designer Christian Siriano that teases the brand’s status as the signature hair brand of “The Devil Wears Prada 2.”
- The spot will air across social media, digital and TV, as well as during the Oscars broadcast on March 15. Additionally, TreSemmé will launch three special-edition products inspired by “The Devil Wears Prada 2” ahead of the film’s release on May 1.
Dive Insight:
TreSemmé’s collaboration with “The Devil Wears Prada” sequel could help the brand connect with multiple generations of consumers, particularly those who feel nostalgic toward the original film. The effort also sees TreSemmé taking a more traditional media approach compared to previous, social media-focused marketing campaigns. While social media is a major focus for parent Unilever — which last year said it plans to shift 50% of ad spend to the channel — movie collaborations have remained a high-performing tactic for a number of brands.
The new campaign highlights the brand’s A-List Collection of affordable hair products, which it launched last year, as a way to achieve fashion-forward looks without paying a steep price.
"Our legacy has been built on making the red carpet and runway accessible to people every day,” said Yoni Klein, head of marketing, TreSemmé North America, in release details. “We're dismantling the old rules of beauty and making it clear: A-List status is now available to all.”
Key to the campaign is a 30-second spot starring podcaster DeSorbo, a second-year brand ambassador for TreSemmé as well as its new Chief A-List Officer, alongside designer Siriano. The spot begins backstage at New York Fashion Week, where Siriano states that Miranda Priestly, the fictitious leader of fashion magazine “Runway” in “Devil Wears Prada” portrayed by Streep, is in the audience. DeSorbo is then seen getting her hair styled using TreSemmé products before taking to the runway, where she defies all odds by making Priestly smile.
The campaign also highlights the brand’s decades-long association with New York Fashion Week. In February, Siriano and DeSorbo used an appearance at New York Fashion Week to tease TreSemmé’s collaboration with the movie.
“Get Your Hair on the A-List” will appear across multiple channels, including during the broadcast of the Oscars. The brand will debut a TreSemme Hair Couture Dress meant at Oscars after party.
The U.S. hair care market is estimated to grow from $20.98 billion in 2026 to $25.9 billion in 2031, according to Mordor Intelligence. In 2025, mass products dominated the hair care market with a 78.10% share. Unilever reported underlying sales growth of 3.5% in 2025, according to its latest earnings release. The company’s hair care sector grew in the low-single digits during the period, with positive price offset by negative volume.
