Vogue x Tresemmé Keratin Smooth

The Challenge

Strengthen Tresemmé’s cultural relevance during New York Fashion Week while reinforcing its authority backstage and deepening emotional connection with its Hispanic female audience.

The Insight

Cultural moments like NYFW drive brand relevance only when brands participate through authentic storytelling and representation, not logo-led presence. Editorial, behind-the-scenes formats featuring culturally influential talent create trust and resonance that outperform overt brand messaging.

Go-To-Market Strategy

I owned the content and partnership strategy, using Vogue as a strategic cultural distribution partner rather than a fashion-week media buy. The program was anchored to Vogue’s 24 Hours With franchise to deliver intimate, behind-the-scenes access, while leveraging Becky G’s role as brand ambassador to authentically connect Tresemmé’s backstage credibility with real-world beauty routines.

The Impact

• Elevated Tresemmé’s positioning as both a backstage authority and culturally relevant beauty brand

• Strengthened emotional connection with Hispanic women through representation-led storytelling

• Established a repeatable cultural-moment content model that blends editorial equity, talent partnerships, and product education