Sold Campaign: Vogue x Tresemmé Keratin Smooth

As Creative Strategy Lead, I oversaw a multi-platform content program for Tresemmé in partnership with Vogue, designed to elevate the brand’s presence during New York Fashion Week and build cultural relevance with its core audience. The campaign aimed to position Tresemmé as both a backstage authority and a relatable, aspirational brand for Hispanic women.

The centerpiece was a custom integration into Vogue’s iconic 24 Hours With video series; a culturally relevant editorial format offering an intimate, behind-the-scenes look at influential talent. To bring the concept to life, the campaign followed Becky G, Tresemmé’s Brand Ambassador, as she prepared for her NYFW appearance and engaged with the brand’s backstage presence.

Tresemmé’s Keratin Smooth line was organically woven into Becky’s hair prep narrative, highlighting its anti-frizz and shine-enhancing benefits through lifestyle-driven content. By blending editorial storytelling with product education, the campaign bridged the brand’s backstage authority with real-world beauty routines.