TRESemmé® Helps Women Step Out With Style

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Official Hair Care Sponsor of Mercedes-Benz Fashion Week Announces Exclusive Partnership with Whitney Port

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TRESemmé®, the official hair care sponsor of Mercedes-Benz Fashion Week for the fifth season running, will once again be creating some of the most beautiful hairstyles on the runway. TRESemmé gives women behind-the-scenes access to insider tips and will help them step out with style through a new collaboration with designer and reality star Whitney Port.

This season, TRESemmé is transporting the runway into everyday through “Her Way to the Runway,” an exclusive new campaign with Port, a fresh, young designer and star of MTV’s “The City.” The program will show Port’s inspiration behind her Spring 2011 Whitney Eve line and translate how these looks can be created from hair-to-toe for everyday style.

“I’m thrilled to be working with TRESemmé again,” says Whitney Port. “Hair is an integral part of the overall looks I send down the runway, and I trust the brand to deliver gorgeous hairstyles that women can recreate at home.”

Debuting this December in Conde Nast titles Allure, Glamour and Lucky, this six-page insert will be supported through digital campaigns on luckymag.com, allure.com, glamour.com and style.com. It will also be featured in the brand’s social media outlets and Port’s social networks, revealing backstage photos from the shoot and all the action behind the scenes.

“Whitney is a young, fashion-forward designer whose designs are stylish, yet relatable, to so many women,” says U.S. Marketing Director for TRESemmé Bob Gorman. “By partnering with her, we’re letting women go ‘behind-the-runway’ and showing them that great style is easily achievable with the right tools.”

TRESemmé Celebrity Stylist Mara Roszak is creating the hair looks for the insert and will show women how to achieve beautiful, salon quality hair at home. To further support this partnership, Roszak is also the lead stylist at Port’s upcoming Spring 2011 Whitney Eve fashion show.

Additionally, the brand will have a more significant presence at Mercedes-Benz Fashion Week than in seasons past. The TRESemmé Salon & Lounge – the only two-story space inside Lincoln Center – will have a dedicated salon on the upper level where TRESemmé stylists will be providing complimentary dry styling. To give women their own catwalk experience, downstairs will have a professional photographer snapping shots of aspiring fashionistas strutting their hair-to-toe styles. Photos will be posted on the TRESemmé Facebook page and shared with thousands for the ultimate digital runway debut.

In addition to the Whitney Eve show, TRESemmé will be creating the hair looks for top designers Tracy Reese and Charlotte Ronson. Designer spotlight videos, trend reports, how-to’s and photo galleries will all be posted on TRESemmé.com, giving fans more style inspiration and tips on how women can make the latest trends their own.

The Spring 2011 season of Mercedes-Benz Fashion Week takes place from September 9th- 16th in New York City.

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Marla Weiss
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