CLIENT

TRESemmé

SCOPE
  • Branding and Content
  • Consulting
  • Paid Media

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In a world where haircare is no longer about control, but about freedom and expression, TRESemmé needed to speak the language of authenticity. The mission: turn the brand’s professional legacy into a platform for self-expression — celebrating individuality, imperfection, and power in every strand.

BEATRIZ BORGES

“TRESEMMé NEEDED TO SPEAK THE
LANGUAGE OF AUTHENTICITY”.

The “Anti-Frizz Anti-Campaign” turned traditional beauty advertising on its head. Featuring  celebrity Sabrina Cato and singer Maria Bethânia, know for her curly, natural hair,  the campaign took a bold stance: “You want to know if I’ll use it? Not for 72 hours, not ever.” Instead of promising transformation, the campaign celebrated acceptance — sparking conversation across Brazil 
about self-image and authenticity.

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TRESemmé Brazil reinforced its place as a leader in professional haircare while embracing a more inclusive, culturally resonant voice. OOO continues to build TRESemmé Brazil as a platform for self-expression — where performance and personality coexist, and beauty feels like freedom.

CREDITS

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