TRESemmé Debuts Red-Carpet-Ready Oscars Campaign

​TRESemmé is helping consumers to get red-carpet-ready in collaboration with 20th Century Studios' ‘The Devil Wears Prada 2’. 

Debuting ‘Get You Hair on the A-List’ during the Oscars live show on March 15th, the campaign spotlights how the brand’s fan-favourite A-List Collection can transform your bathroom into a runway glam squad without even leaving home. 

Celebrating those who crave the look and feel of luxurious haircare, but love the thrill of finding it at an accessible price point even more, the campaign sees New York Times bestselling author and co-host of ‘Giggly Squad’, Paige DeSorbo return as brand ambassador in her newly promoted role as chief A-list officer. 

"Honestly, my 'promotion' to chief A-list officer for TRESemmé is a role I feel like I've been training for my whole life," said Paige. "The 'Get Your Hair on the A-List' campaign is all about embracing hair so good, it's basically its own accessory. For my second year partnering with TRESemmé, I wanted to go even bigger, because I genuinely love these products. They let you fully embrace your A-list energy, whether you're walking a red carpet or just, you know, walking to get a coffee."

Paige brings her signature glam and sharp sense of humour to the spot, which she stars in alongside fashion designer Christian Siriano. Their collaboration was hinted at last month at their first-ever A-List takeover at New York Fashion Week, where Paige stepped out in a TRESemmé black, custom look by Christian. Donning striking red heels and flawless hair – styled by hairstylist and brand ambassador, Mitchell Ramazon, exclusively with the A-List Collection – the appearance hinted at the brand’s involvement with ‘The Devil Wears Prada 2’.

The bold red high heels, a symbol seen throughout and on artwork for ‘The Devil Wears Prada’, also feature in the spot, worn in the seat reserved for Miranda Priestly in the front row of the catwalk. Paige walks with confidence, her impact so strong that it gets a smile from Miranda Priestly, the ultimate gatekeeper of beauty and fashion. 

‘Get Your Hair on the A-List’ also marks the announcement of TRESemmé as the signature hair brand of ‘The Devil Wears Prada 2’, the anticipated sequel to ‘The Devil Wears Prada’ that hits theatres on May 1st. In advance of this, the brand is releasing three special-edition ‘The Devil Wears Prada 2’ inspired products as part of the campaign. 

Available at mass retailers starting April 1st, the bundle will include three favourite A-List products: the ‘Groundbreaking’ Dry Texture Spray, ‘Runway Ready’ Lacquer Shine Spray, and ‘That's All’ Workable Hairspray. No matter which character in the franchise you most relate to, the A-List Collection is designed to empower people to take charge of their own hair styling. 

"TRESemmé has always been behind the biggest looks and occasions trendsetters are talking about most," said Yoni Klein, head of marketing, TRESemmé North America at Unilever. "Our legacy has been built on making the red carpet and runway accessible to people every day. It's why we recently celebrated our 20th year as the leading haircare brand sponsoring shows at New York Fashion Week, and why we're making high-impact hair the main event at the Oscars. Our 'Get Your Hair on the A-List' campaign is an extension of our commitment to move beyond just sponsoring A-list moments to actively put them within everyone's reach. We're dismantling the old rules of beauty and making it clear: A-List status is now available to all." 

References to the upcoming ‘The Devil Wears Prada 2’ went beyond TRESemmé. L’Oréal Paris also unveiled a collaboration with the film, debuting a spot featuring global ambassadors Kendall Jenner and Simone Ashley, created by Maximum Effort. 

Meanwhile, Anne Hathaway and Dame Anna Wintour took to the stage to present Best Costume Design and Best Makeup & Hairstyling. In a moment referencing her on-screen character, Andy, Anne asks Anna for her opinion on her outfit before getting snubbed by Anna, who dismisses her by saying, “Thank you Emily,” – the name of Miranda Priestly's long-suffering assistant in the franchise.