Results and Effectiveness

1.TRESemme cut through the clutter of the Hair Care segment and establish its credentials as a provider of cutting edge salon innovation at home. 2.95% of the beauty panelist liked the brand and felt their hair was much softer and smoother. 3.The association reached 10mn+ women leading to a never heard of Rs. 0.8 Cost Per Contact for a magazine activity. 4.Brand awareness scores shot up by 300% in Metros. 5.Modern trade sales, which contribute 50% of brand sales, jumped up 200 bps in its market share. 6.Mind Measure score for Salon Style Hair at Home increased by 50%

Creative Execution

With more than 200 million readers across the globe, Cosmopolitan is the world’s largest selling magazine. TRESemme invited Cosmo to test its products and review its promise of Salon in a Bottle. For this challenge Cosmo created a unique famed beauty panel. The Panel consisted of popular names from the Indian beauty industry – beauty editors, designers, hair professionals, TV celebrities and models. TRESemme comes out with flying colors under the scrutiny of the beauty panel We announced the beauty panel's approval through a TRESemme Mercdes Benz style fashion event. For the first time in Cosmo's global history, a brand was openly endorsed and recommended through a special TVC. This TVC was aired across 30 high affinity channels over 3 months. To further the brand's promise, Cosmo and TRESemme co-created simple 18 unique Do-It-Yourself hairstyling videos showcasing the latest in fashion hairstyles published across digital media and Cosmopolitan Magazine.

Insights, Strategy and the Idea

There is no denying that Indian women have some of the most beautiful hair in the world. The secret is not just genes but the rising beauty consciousness amongst the Indian consumer. A 2 billion$ + Indian salon industry lies behind this rising beauty consciousness. Her biggest style statement is her hair. She only trust experts at salon to touch and style her hair. Infact her hair stylist is also her #BFF. International hair care expert launched in India with the promise of Salon Style hair made east at home. But the huge challenge for TRESemme was to convince a Salon Dependent women to buy TRESemme's promise of Salon in Bottle concept. To cut through to these fashionable India women, TRESemme decided to partner with their #1 fashion and style confidant – COSMOPOLITAN – The Magazine. Cosmopolitan is not just a magazine but a Religion for millions Women.